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Can Bethenny Crack A Billion
and Bethenny Frankel is hard at work. The reality TV star is talking to Don Imus about her new book,[link widoczny dla zalogowanych], her new daughter and the time when,[link widoczny dla zalogowanych], eight months pregnant and stitched into a wedding dress, she relieved herself into a champagne bucket on national television.
"My wife likes you,[link widoczny dla zalogowanych]," Imus smirks, unimpressed by his guest.
reRedditTen minutes later he does. Sold by her mix of burning ambition, self-effacing humor and painful vulnerability, Imus calls her a "great interview" and invites her to come back soon. No surprise there. Since 2005 Frankel has become the most well-known entrepreneur on television by making her business everyone's business. With millions of fans cheering she's gotten married, given birth and built her Skinnygirl brand of consumer products on camera. Her show, Bravo's Bethenny Ever After, is a skin-pore-close video diary that's as much TMI as TMZ. Viewers have intimate knowledge of her daddy issues (ugly), her food struggles (on the mend) and her postbaby sex life ("kind of a rusty tricycle for a while"). Ever After,[link widoczny dla zalogowanych], now shooting its third season, averages 1.6 million viewers each week. Her books--Naturally Thin,[link widoczny dla zalogowanych], Skinnygirl Dish and A Place of Yes--are bestsellers. There are rumors of a development deal for a daytime talk show. A half-million people follow her on both Twitter and Facebook. Type her name into Google and you get 3.8 million hits.
Video: Bethenny Frankel Goes Beyond Reality TV
All that's very nice for someone who, half a dozen years ago,[link widoczny dla zalogowanych], didn't have a pot, much less a champagne bucket, to discharge into. But the real goal for Frankel, 40,[link widoczny dla zalogowanych], is to turn Skinnygirl into a billion-dollar business. In March she jumped a few spaces ahead, selling her flagship product, the Skinnygirl Margarita, to Fortune Brands' Beam Global for an eyebrow-singeing $100 million. That deal,[link widoczny dla zalogowanych], which features a multi-year payout along with sales from her ever-expanding line of Skinnygirl products, bolstered Frankel's bank account by an estimated $55 million in the past 12 months, according to sources close to Frankel (she won't comment on the numbers); TV,[link widoczny dla zalogowanych], we figure, earned her a mere $700,000.
She debuts at No. 42 on this year's Celebrity 100 list, above veteran names like Sandra Bullock and Brad Pitt. Six years ago Frankel was filing losses on her 1040 form. "Seriously," she tells me, "it wasn't until two years ago that I made more than my assistant."
It's not just about earning more than a secretary. Frankel is one of a new cast of entrepreneurial celebrities who are rich and famous but have something most stars can only fantasize about: ownership. You have to go back many years--maybe to United Artists, which Charlie Chaplin, Douglas Fairbanks and Mary Pickford founded to control the production and distribution of their movies--to find celebs who are not gilded serfs depending on studio paychecks and endorsement deals. Oprah Winfrey (No. 2 on our list) is an exception who has spawned few entrepreneurial imitators. Of this year's Celebrity 100, only 16 of them have made more money from their businesses and endorsements than from performing on sets or in the recording studio. Among them are David Beckham (No. 35), 80% of whose $40 million in earnings this year came from endorsements and partnerships (he's hoping to launch his own underwear and grooming enterprises by year-end); Diddy (No. 52),[link widoczny dla zalogowanych], who,[link widoczny dla zalogowanych], FORBES estimates, rakes in more than half of his total take,[link widoczny dla zalogowanych], $35 million, from Ciroc vodka; and tennis' Maria Sharapova (No. 80), who makes ten times as much from partnership deals like Nike and Cole Haan (where her ballet flat is the top-selling shoe) than she earns on the court. Actress Gwyneth Paltrow is a comer: She pulls in 25% of her income away from the silver screen (see "Act Three").
"I think people are going to look at Bethenny Frankel and the amount of money that she made and think, 'Whoa, I should be building ownership in companies and brands,[link widoczny dla zalogowanych], too,'" says Bob Darwell,[link widoczny dla zalogowanych], a partner at law firm Sheppard Mullin,[link widoczny dla zalogowanych], which represents Frankel.
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