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News honey brands nickname for host of ventures
It emerged this week that CNBC business anchor, Maria Bartiromo – an iconic figure in US financial circles – has trademarked her own nickname for several goods classes, including comics, films and clothing. An application for ‘Money Honey’, a moniker that Bartiromo earned from her fiscal accumen and telegenic appearance, was filed on 16 January, indicating that the host will exploit her visibility by launching herself as a superbrand.
Maria Bartiromo won enduring respect from the American business set for her rapid rise from taking coats at the New York restaurant where her father worked as a chef, to co-hosting CNBC’s Closing Bell financial round-up. She also fronts and co-produces another CNBC show, the Wall Street Journal Report with Maria Bartiromo, in which she interviews prominent public figures. In 1999, she married Jonathan Steinberg, son of corporate raider, Saul Steinberg, cementing her links with US finance.
While many commentators have taken news of the impending brand at face value, others have suggested that Bartiromo has acted to quash media coverage of rival, female CNBC presenters. Fellow anchor, Sue Herera, is scoring higher ratings than Bartiromo on her PowerLunch; Morning Call’s Liz Claman recently won an interview with a subject Bartiromo had chased for years; and 30-year-old Erin Burnett was dubbed an ‘up-and-coming money honey’ in a late-December issue of Newsweek.
If Bartiromo’s Money Honey brand takes off, it will not be her first branch into popular culture – a Texan psychedelic rock band named itself after her, and a song called ‘Maria Bartiromo’ featured on rocker Joey Ramone’s final solo album, Don’t Worry About Me.
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