They Stock the Shelves, You Decide Which Paper


Looking to have its branding efforts take further flight, Fox News Channel is opening its first retail newsstand at Washington Dulles International Airport today.

The store, which measures around 1,600 square feet, is positioned in Dulles's Delta Airlines terminal, and is expected to be the first in a fleet of branded outlets Fox News Channel will bow through a long-term joint venture with airport retailer HMS Host.

The newsstands will show real-time feeds from Fox News and proffer broadband Internet connections, as well as fully automated kiosks capable of printing top news summaries from more than 150 domestic and international newspapers via credit card transactions.

The shop will also sell magazines, newspapers, candy and other merchandise, including a series of Fox News Channel T-shirts, mugs and other items.

The branding effort will also encompass a gobo light shining the network's logo in the storeway entrance, a channel news ticker wrapped around the store and employees adorned in Fox News garb. The Dulles outlet is outfitted with nine flat-screen monitors that also showcase the channel's logo.

"This will get the Fox News Channel name out in a highly public, highly trafficked part of the airport," said John Malkin, vice president, affiliate sales and marketing. "It is one component of Fox News Channel's branding strategy to extend the network's name across many platforms."

To that end, Malkin said Fox News is now available in almost two-thirds of the nation's hotels and 85% of college campuses.

Fox News is the latest news outlet to jump into the airport arena. The dedicated CNN Airport Network features monitors at gates and other waiting areas at 39 U.S. airports. For its part, CNBC has also gone the retail route and now has 24 outlets at various locales.

As many as two dozen more are in the planning stages with retail partner Paradies Shops, according to the financial news network.

Fox News will share in an undisclosed percentage of sales at the Dulles locale and future venues, according to Malnick. All venues will be operated by HMS Host.

Malnick said Fox News and HMS are in ongoing discussions with a number of airports and "we hope to get several contracts signed this year." He declined to outline Fox News' long-term airport retail goals, noting that the process can be lengthy, given security and construction issues.

He noted that Fox News's airport presence will vary by location. "Some will be large stores like the one in Dulles," Malnick said. "Others will feature midsized stores and in other airports, we may just have kiosks."