Sarah Palin: Becoming her own brand

A Tea Party supporter holds a Sarah Palin book during a Tea Party Express rally on Waterbury Green November 1, 2010 in Waterbury, Connecticut. Midterm elections are scheduled to be held tomorrow with the potential of turning the U.S. House of Representatives over to Republican control.

TEXT OF STORY

JEREMY HOBSON: Sarah Palin's new book comes out today. It's called "America By Heart: Reflections on Family, Faith and Flag." Many people are speculating that the book is the beginning of a Presidential campaign but Brand Palin is already winning votes, or should I say -- dollars.

As Marketplace's Stacey Vanek Smith reports.


Stacey Vanek Smith: It's a bull market for the mama grizzly. Since quitting her job as Alaska's governor, Sarah Palin has been getting $100,000 speaking fees. Her first book deal was reportedly worth $7 million. She's got a million-dollar contract with Fox, and her new show -- "Sarah Palin's Alaska" -- is a monster hit and apparently paying her a monster sum: $250,000 an episode.

Sarah Palin on "Sarah Palin's Alaska": This is flippin' fun! I'd rather be doin' this than in some dumpy old political office. I'd rather be out here bein' free!

All told? Palin is earning about $10 million a year. Brand strategist Jeff Gregory says the reason she's such a big earner is that her brand really resonates.

Jeff Gregory: You want to get mad at Washington, you're with Sarah Palin. You want to get upset over increased taxes, you get mad with Sarah Palin. She can be a little hokey sometimes, but that's what she does and she does it very well.

Could Palin take the White House? Gregory says even she tries and fails, it will enhance her brand.

I'm Stacey Vanek Smith for Marketplace.

About the author

Stacey Vanek Smith is a senior reporter for Marketplace, where she covers banking, consumer finance, housing and advertising.

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