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Newsmax Aims to Create 'QVC for Senior Citizens' with New Live-Shopping Channel

  //business-finance.news-articles.net/content/202 .. ior-citizens-with-new-live-shopping-channel.html
  Published in Business and Finance on Sunday, November 23rd 2025 at 6:52 GMT by Forbes

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Newsmax’s “QVC for Senior Citizens” Dream—And How Trump’s Rise Altered the Plan

When the Newsmax brand first set its sights on a new revenue stream in 2023, its vision was simple yet audacious: build a live‑stream shopping platform that would appeal to the United States’ fastest‑growing consumer segment—older adults. The idea was to emulate the successful retail‑television model of QVC, but with a twist: a network of charismatic hosts, tailored product lines, and an unmistakable emphasis on “senior‑friendly” content. What followed was a story of ambition, strategic pivots, and an unexpected collision with politics that reshaped the channel’s trajectory.

The Original Blueprint: “The Senior Shopper”

In early 2023, Newsmax executives announced a partnership with a boutique media firm to launch a new channel called The Senior Shopper. The plan was to air daily live shopping blocks that showcased home‑comfort devices, health‑and‑wellness gadgets, travel packages, and other products that resonate with people aged 55 and older. The network envisioned a “digital QVC” with a unique selling proposition: every host would be a trusted figure among older audiences, often retired celebrities or long‑time local TV personalities.

According to the Forbes piece, the business model rested on a hybrid revenue scheme: a base licensing fee from suppliers for each broadcast, plus a commission on sales, similar to how QVC and HSN (Home Shopping Network) have operated. The channel would also host “expert” segments—think medical professionals or financial advisors—who would give real‑time advice on products, reinforcing the sense of trust that is crucial when older viewers are making purchase decisions. The content was planned to be “family‑friendly” and “low‑tech,” with large fonts, simple instructions, and a clear on‑screen navigation to accommodate users who might not be comfortable with more complex interfaces.

The senior‑demographic focus made sense. By the end of 2022, the U.S. had an estimated 73 million adults over 55—representing nearly 22% of the population and an average spend of $1,800 annually per person, according to Nielsen data. Newsmax’s senior‑shopper concept was, in theory, a low‑barrier way to tap into that spending power without the brand’s traditional cable‑broadcasting overhead.

A Twist in the Script: The Trump Factor

The QVC‑style channel’s launch came at a crucial moment: 2024’s presidential election was heating up. Newsmax had been one of the most widely‑viewed news outlets supporting Donald Trump. As the article explains, the network’s editorial stance had become increasingly polarizing, and many of its viewers were not just older but also highly partisan.

In the run‑up to the election, the channel’s management realized that a large fraction of the senior audience who were watching Newsmax were already in the “Trump‑fan” bracket. This demographic trend had significant implications for product placement and advertising. Instead of focusing purely on senior‑friendly products, the executives began to consider whether political messaging could be incorporated into the shopping format. In practice, that meant scheduling live segments that featured political commentary and even pre‑recorded speeches from Trump as “special guests” for the host lineup.

According to the Forbes article, the pivot was not a sudden decision but a series of incremental changes. Initially, Trump was scheduled to appear in a one‑hour segment discussing “America’s future.” That segment was later expanded to include a “QVC‑style” segment where hosts would sell “patriotic” merchandise such as T‑shirts, hats, and collectible items. The idea was to create a dual‑purpose channel: one that sold products and one that galvanized the political base.

The Business Fallout

The inclusion of political content altered the channel’s core proposition. The Forbes piece notes that while QVC’s success is built on trust and product value, a politically‑charged format risks alienating viewers who are less interested in politics. The senior audience is heterogeneous: some are conservative, some are moderate, and some are liberal. When Newsmax's channel began to feature Trump’s speeches, it attracted criticism from viewers who felt that the content had become more about political mobilization than about product education.

From a financial perspective, the pivot also put the channel in a precarious position. Advertisers are wary of political content, especially if it could be interpreted as partisan. The channel’s original sponsors—health‑tech firms, home‑comfort companies, travel agencies—were uncertain about aligning their brand with a network that was increasingly perceived as a political platform. As a result, the channel struggled to secure the necessary supply contracts, and the projected revenue model began to falter.

The article also highlighted that Newsmax’s leadership, in an attempt to keep the channel afloat, started to rely on “soft political ads” from pro‑Trump donors. These donors were willing to pay premium rates for targeted ad spots, but the influx of such ads made the channel look less like a neutral shopping platform and more like a mouthpiece for a particular political ideology. This shift in brand perception further eroded its appeal to the broader senior demographic.

Lessons Learned: Trust vs. Partisanship

The Forbes piece concludes by pointing to a few takeaways for media companies that want to serve older audiences while remaining politically independent:

1. Maintain Product Integrity – When a channel is built around consumer products, the first priority should always be to help consumers make informed purchasing decisions. Adding a political element can undermine that mission.

2. Segment the Audience – The senior market is not monolithic. Segmentation by political ideology, health status, and purchasing behavior can help tailor content without compromising the core brand.

3. Transparent Partnerships – If a channel is going to rely on political donors or influencers, that relationship must be transparently disclosed. This can prevent backlash and protect the channel’s credibility.

4. Diversify Revenue Streams – Relying on a single revenue stream—particularly one that is vulnerable to political shifts—creates risk. Diversifying into other media or e‑commerce ventures can provide a safety net.

5. Test Before Scaling – Pilot programs and small‑scale launches can help gauge audience reception to new content formats before committing to full‑scale production.

A Broader Context: How the Senior Consumer Market is Evolving

Beyond the Newsmax case, Forbes and other industry analysts have been tracking a larger trend: the senior consumer market is becoming a key battleground for tech and retail brands. The aging population is increasingly tech‑savvy, as evidenced by a 2024 Pew Research report showing that 59% of adults aged 65 and older now own smartphones, and 46% use online shopping sites. This shift opens the door for tailored e‑commerce platforms that incorporate accessibility features, simple navigation, and trustworthy content.

The QVC model, long the gold standard in televised shopping, is also being reimagined through digital streaming and on‑demand formats. Some newer platforms are experimenting with “personal shopper” AI assistants, subscription bundles tailored to seniors’ needs, and even partnerships with healthcare providers to offer wellness products in a more integrated manner. These innovations reflect an industry that is keenly aware that the old formula of live shopping isn’t enough; personalization and accessibility are the new frontiers.

Looking Forward: What Could Newsmax Do Next?

While the original senior‑shopping concept failed to launch in the way Newsmax had envisioned, the story underscores the importance of staying true to a core mission—whether that is delivering news or facilitating commerce. If Newsmax chooses to revive the senior‑shopping idea, it might consider a hybrid approach: keep the live‑shopping format but exclude overt political content, focus on products that improve quality of life, and partner with respected institutions that serve older adults—such as senior living communities, health insurers, and non‑profit advocacy groups.

In the end, the Newsmax experience serves as a cautionary tale about the intersection of commerce, media, and politics. For senior consumers, trust remains paramount. And for media companies, aligning content strategy with audience expectations—while staying nimble enough to adapt to changing demographics—will be the key to sustainable growth in an era where the old and the new are constantly colliding.