The Oprah Factor
My running joke of late goes, "My God! What will I do if I get a job in an office? I won't be able to watch Oprah!" My first paycheck will have to go towards a TiVo so I can indulge in Oprah after hours.
Over the course of the past year, working from home, I have truly become an avid Oprah viewer. Previously, I was never a detractor. I admired that she was one of the few remaining talk show hosts who had not sunk to the level of Jerry Springer or Maury Povich. She has managed to find a balance between the occasional sensational story and shows with far more depth. Oprah seems to use her wealth and power for good (and for causes that I support). But, despite my intellectual approval of the Oprah phenomenon, I had not become a fan.
A year of sitting at home, struggling to find myself in the Cold White North, has changed how I look at Oprah. After my Starting Over phase and after my self-help book marathon, I have settled into a daily routine of stopping everything, brewing a pot of tea, and watching the Great O from 4:00 to 5:00. There are some shows I skip: learning about bra sizes doesn't really interest me. But others leave me entranced.
I can't suspend all skepticism about Oprah. She is a co-marketing machine. Her clout allows her to bring on big stars--conveniently timed for the premieres of their new films or the releases of new albums. Five minutes on Oprah can bring instant success. Any book Oprah mentions for her Book Club instantly rises to the top of the bestseller list. Nutritionists, designers, fitness experts all of a sudden publish bestselling volumes after helping Oprah in her personal struggles. We also have Ms. Winfrey to thank for the rise of Dr. Phil. Her touch is golden indeed.
Last week, Oprah did a show on The Secret, both a DVD and a book about the Law of Attraction and the secret to creating a successful life of wealth and happiness. These ideas were familiar to me from my self-help book depression last year. There is something alluringly appealing to what the proponents of the Law of Attraction have to say. They almost had me ready to buy the video!
While watching the show, I went online to see if Indigo, Canada's book mega-retailer, had the DVD in stock. Indigo's website has a feature that lets you check the inventory of nearby stores. All the stores were well-stocked with over 50 DVDs. Or, I could have ordered the DVD online for delivery within a day. I decided to wait and see. I'm in no position to buy on impulse.
After a few days, I thought maybe I would buy it and see what the buzz was all about. I checked online; all nearby stores had sold out. The online store had a delay of two weeks. Amazon was no better. Curious, I ventured to the closest Indigo store (bizarrely called "The World's Biggest Bookstore", though it's hardly that...perhaps Canada's, but not the World's), and they were indeed sold out. I asked the sales associate. He said that they had sold out almost immediately after the airing of the show. Moreover, he told me that they had been informed ahead of time about the show. They were prepared. The Oprah marketing machine was hard at work.
Now I'm even less likely to buy the video. Ever the contrarian, I'm not one to jump on bandwagons. Besides, with such sales volume, The Secret would not remain a secret for long. The real secret that interests me is how much of a cut Oprah gets. With one show (plus a subsequent episode the following week), Oprah singlehandedly boosted video and book sales of The Secret probably a thousand-fold. It makes me a bit suspicious.
My admiration for Oprah and her success has not diminished. She puts her bounty to good use, and she encourages others to seek success not merely for hedonistic purposes. But I think I'll be a bit more cautious, save thirty bucks, and check out a copy of The Secret from the Toronto Public Library.
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