Most Bankable Stars: Rachael Ray

Jan 6, 2008  •  Post A Comment

Last year’s ranking: 5
America’s favorite cook held her spot this year against hefty competition, despite the series being only halfway through its second season.
“This girl-next-door has found the recipe for a cooking show that is pure entertainment,” said one panelist. “We’ve only seen the appetizer,” said another.
The panelists pointed to Ms. Ray’s quick ability to create a national brand based on her personality-driven cooking show as a key reason for her strength in the “Most Bankable” voting process.
“She is a long-term brand with broad-based appeal,” said an expert. “She is all over the supermarkets with voiced commercials promoting a food line, cooking tool or cookbook. She’s also in the tabloids, has a two-year renewal on the Food Network and is today’s version of Betty Crocker.”
Last month, the Food Network’s parent company, E.W. Scripps, confirmed that Ms. Ray signed a two-year agreement for a new prime-time series called “Rachael’s Vacation” to add to her ever-growing list of credits, including her 60 new episodes per year of “30 Minute Meals.”
“She is everywhere, between her multiple shows on the Food Network, her magazine and her syndicated show,” said a voter. “Also, she is very likable.” Another added: “The little engine that could. She launched a show where others failed.”
Ms. Ray has been able to cash in on her success in other ways as well, signing endorsement deals that include Price Chopper supermarkets, Burger King, Nabisco and Dunkin’ Donuts.


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