The Motley Fool: XM's Oprah Makes A Real Difference

Take a Tip From Oprah
By Alyce Lomax (TMF Lomax)11/03/2006 , www.fool.com

It's funny, but stories about Oprah Winfrey often show up here in the Foolish archives -- mostly because she can and often does make a real difference to some companies' sales and brand awareness. It's an understatement to say that Oprah's "influential" -- corporations covet a plug on her show. After all, she helped make Deckers' (NYSE: DECK) UGG boots hot with a mere mention, for example. Plus, she gives away a lot of cool stuff to audience members -- think cars (GM's(NYSE: GM) Pontiacs)) or Apple(Nasdaq: AAPL) iPods a couple years ago. She even made Tolstoy's classic Anna Karenina a bestseller again, and that's no easy task.
A recent giveaway to her studio audience was in a different vein, however. She handed out $1,000 debit cards sponsored by Bank of America(NYSE: BAC) to each member of the audience, with the caveat that the recipients had to give the money, in whatever denominations they pleased, to their favorite charities, or to individuals in need (not their relatives). She provided Sony(NYSE: SNE) video recorders so that recipients could record their creative ways of spreading happiness through these gifts, for possible airing on an upcoming show....read more: here

11/03/2006 11:24:00 AM

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