Oprah Winfrey - The Story of an Entrepreneur

The Oprah/Harpo Empire Contd...

The company's cable network featured a range of programs that included talk shows, music, health, news, comedy, movies, cartoons and sports. 'Oprah Goes Online,' the first program featured on Oxygen cable network, was a 12-episode course on using the Internet. Oprah also produced and hosted the show 'Use Your Life' on Oxygen Media. Oxygen media's websites included Oxygen.com, Oprah.com, ThriveOnline.com and Trackers.net.com. Oprah's website, www.oprah.com, which offered the latest information regarding 'The Oprah Winfrey Talk Show' (and later the Angel Network and 'O' Magazine), was reportedly viewed over 7 million times every month in 1999 and received more than 2,000 e-mails every day.

Oprah's popularity and ratings had surged ahead of other talk show hosts including veterans such as Phil Donahue (the pioneer of talk shows), Regis Philbin ('Live with Regis'), Kelly Ripa ('Kelly'), Raphael ('The Sally Jessy Raphael Show'), Jerry Seinfeld, Jerry Springer and David Letterman (Refer Exhibit II for details of popular TV personalities in the US from 1993 to 2000). The Harpo empire entered the magazine business in early 2000. By 2002, Oprah headed Harpo Inc., Harpo Production Inc., Harpo Video Inc., Harpo Films Inc., and Harpo Studios Inc. as the Harpo Group's Chairman. In April 2000, Harpo Entertainment and Hearst Magazines (US) jointly launched 'O,' The Oprah Magazine, in New York City. The magazine was positioned as a personal growth guide for women in the 21^st century.

'O' addressed various aspects of a woman's life such as her inner well-being, fashion, health and fitness, relationships, self-discovery, books, home design, and food among others. The magazine, targeted at women between 25 and 49 years of age, was circulated across the country. Speaking about 'O,' Oprah, who was also its editorial director, said, "I believe you are here to become more of yourself, to live your best life. The magazine will present articles and stories of other people to help women look at their lives differently." Columns in 'O' included 'Live Your Best Life,' 'Make Your Dreams Come True' (a step-by-step planning guide), and 'Tell it Like it is' (by Dr Phil), 'Dream Big' (a profile of a person who took steps to live out his/her dream) and 'My Journal' (profile of a celebrity's intimate thoughts). 'O' was reportedly the most successful startup in the magazine industry. In 2001, its revenues amounted to over $140 million. According to Cathleen Black (Black), President, Hearst Magazines, most successful magazines took nearly five years to become as profitable as 'O' did in only two years.

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Case Details

Case Code : LDEN006
Themes: Corporate Social Responsibility/Woman Entrepreneurs
Case Length : 14 Pages
Period : 1957-2000
Organization : Infosys
Pub Date : 2002
Teaching Note : Not Available
Countries : Japan
Industry : Media and Entertainment

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