Pulling Night­time View­ers into CNBC

By day, the hosts, the mod­er­a­tors and the guests on the CNBC cable news net­work are clad in cor­po­rate business at­tire as they guide their au­di­ence through business and fi­nan­cial news on shows such as “Fast Money,” “Squawk Box” and “Mad Money with Jim Cram

The Suit - - Contents -

BUT when evening comes, the net­work trans­forms it­self into CNBC Prime. No neck­ties with per­fect knots, no patent leather pumps. Just the rolled-up sleeves of the small business owner, the salt of the earth. Tele­vi­sion stu­dio sets, tai­lored cloth­ing, and makeup chairs are re­placed with clut­tered back of­fices, roomy polo shirts and drug­store lip gloss. The net­work’s prime­time lineup is ded­i­cated to the en­tre­pre­neur­ial spirit of mid­dle-Americans who are try­ing to make a buck and live the dream – their dream – and who don’t want to sit in a cu­bi­cle and an­swer to a cor­po­rate suit.

Although CNBC’s night­time lineup in­cludes some fan fa­vorites like, “The Car Chasers,” the new “Restau­rant Startup” and reruns of “Shark Tank,” it is“The Profit,” star­ring Mar­cus Le­mo­nis, that is a break­away hit for the net­work and it's back for a third sea­son start­ing Oc­to­ber 14 at 10PM. Ten new episodes are slated to air, in­clud­ing an en­tire episode de­voted to follow-up seg­ments on many of the busi­nesses fea­tured in the first two sea­sons.

While avid view­ers know and love Le­mo­nis, those new to the show should know that he is a self-made mil­lion­aire and en­tre­pre­neur­ial trailblazer who in­vests his own time and money to help the strug­gling busi­nesses agree­ing to be fea­tured on the re­al­ity show. In fact, they ask for his help. “In over 14 episodes, Mar­cus Le­mo­nis has in­vested more than $7 mil­lion in small busi­nesses fea­tured on the se­ries,” ac­cord­ing to a CNBC source. He also has in­vest­ments in over 100 other busi­nesses. And, oh yes, he is also chair­man and CEO of Camp­ing World, the coun­try’s largest RV and out­door re­tailer – and Good Sam, the largest RV own­ers’ or­ga­ni­za­tion in the world.

Ac­cord­ing to Le­mo­nis, CNBC iden­ti­fied an un­der-served niche – peo­ple’s fascination with the small business mar­ket. They saw a pro­gram­ming op­por­tu­nity to draw in new view­ers who were blasé about the net­work’s tra­di­tional of­fer­ings.

“Can­didly, go­ing to CNBC was a huge gam­ble be­cause it didn’t have night­time pro­gram­ming. The rea­son that I made the decision for CNBC is be­cause I felt like they re­ally wanted

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