Marketing falls short

Article Excerpt

WEIGHT WATCHERS INTERNATIONAL $20.26 (Nasdaq symbol WTW; TSINetwork Rating: Extra Risk) (212-589-2700; www.ww.com; Shares o/s: 67.0 million; Market cap: $1.3 billion; No dividends paid) had 3.9 million active subscribers at the end of 2018. That was down 7.1% from the 4.2 million subscribers Weight Watchers had on September 30, 2018. The company rebranded itself as WW last fall, and its problems with signing up new subscribers may be related to the name change. It also likely failed to effectively communicate the value of its “Wellness that works” programs and their emphasis on lifestyle changes. Weight Watchers will move forward this spring with a new TV and digital marketing program featuring brand ambassador and major shareholder Oprah Winfrey (who holds an 8% interest). Promotions could also include special live events hosted by Winfrey. Weight Watchers International is a buy for aggressive investors. investors. …

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