Oprah Winfrey finds herself struggling to boost the ratings for her Oprah Winfrey Network cable TV channel.
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Winfrey took a risk by ending her daytime talk show in May, which had been number one in the ratings for a quarter century, to launch her brand on a 24-hour cable channel. When OWN launched on January 1, it carried Winfrey's name but not much of her face on its programs. That didn't capitalize on her star power.
Is Winfrey quickly becoming yesterday's news? Forbes magazine says Lady Gaga is now the number one face in media, bumping Winfrey to number two in its "Celebrity 100" list. The magazine says Lady Gaga got the top spot because of her social media prowess, a form of media that wasn't around when Winfrey was the fresh new face.
Winfrey's issues extend beyond television. Her O magazine is faced with an advertising sales drop of more than 31%. The Media Industry Newsletter says that compares with a 7% drop in ad sales for monthly magazines overall.
All the news isn't bad. For now, major national advertisers are staying with OWN despite its struggles. It's their hope that with Winfrey's daily talk show in the history books, she can spread her magic that got millions to watch her for an hour a day into loyal viewers who'll watch her cable channel for an entire day.
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