ShopNBC Has Mixed Q2

ValueVision Media, the parent of home-shopping channel
ShopNBC, reported mixed second-quarter results Wednesday as revenue declined 16%
in the period and losses were nearly cut in half.

ValueVision reported revenue of $119.3 million in the
period, down 16% from $141.9 million during the same period last year. But its
adjusted cash flow loss of $5.7 million was almost half the $10.7 loss of the
prior year. Net loss for the period was $8.2 million (26 cents per share), compared
to a loss of $15.7 million (47 cents per share) in the same period last year.

company, which scrapped plans to sell itself in January, 
has made some management changes in the past several months. In June it namedformer QVC executive Randy Ronning as chairman.

and in May named industry veteran Carol Steinberg as seniorvice president of e-commerce. Keith Stewart, also a QVC veteran, who joined thecompany as president and chief operating officer in 2008,added CEO to hisresponsibilities in January.

The company also added 106 new vendors to its home, fashion,beauty and jewelry lineup in the period and made efforts to drive increasedcustomer activity buy initiating efforts to lower the average selling price ofproducts. That led to a 40% increase in net unit sales in the second quarter,driven by the lower price points as the average selling price dropped to $112in the quarter vs. $194 in the year-ago period."The second quarter was another solid foundation buildingperiod for the company in its turnaround," Stewart said in a statement. "Wehave the right leadership team in place. We are buying the right merchandiseand building up our reorder business. With improved inventory levels, highermargins and lower price points, positive business metrics continued to takeform. The customer is responding to our new merchandise strategy and to our newexpert guests, all of which can be seen in the positive trends in new andactive customer counts."ValueVision shares rose 16 cents each (0.5%) to $3.14per share in early trading Wednesday.