“Jersey Shore:” Guido Niche Marketing

February 5, 2010

I dedicated 11 hours of my life to “The “Jersey Shore” — watching every episode in its entirety, including the reunion show. I know I won’t get those 11 hours back and that’s fine; I enjoyed every second of it. Somehow this train wreck of a cast captivated me weekly. Eight vain egomaniacs who enjoy the simple things in life– tanning and being tan, steroids, hair gel, fist-pumps and drunken hookups– took America by storm.

By the third or fourth episode, I was sure this was a one-season-and-done type of a show, and that the cast would soon go back to living with their parents and working part-time jobs in retail. But to my dismay and delight, “The Jersey Shore” will be back for a second season, on their terms. The eight, proud-to-be-stereotypical Guidos held out for more money after MTV offered to air “The Jersey Shore” for another season. Why wouldn’t they, though? They are the stars of MTV’s most popular show to-date. Why not get the money you deserve for being the stars of an entire network?

What else are they doing to cash in on their stardom? Let’s take a look at a few cast members.

The Situation

“Everybody loves me: babies, dogs, hot girls, cougars. I just have unbelievable mass appeal.” – The Situation

The Situation is currently trying to trademark his nickname, releasing a signature cologne, appearing on TV shows like “Mike and Mike in the Morning” and “The Today Show,” and is reportedly getting paid $7,500 – $10,000 to appear at night clubs across the country.


“I can’t walk out of the house without bronzer … even if I go to the store I need makeup … I’m 4’9, maybe with the poof 4’11.” -Snooki

Snooki is showing up everywhere. From doing the weather on local TV shows, to “Inside Edition” and the “Today Show,” Snooks’s face is on TV screens everywhere, daily. Snickers is also earning $7,500 – $10,000 for night club appearances.

Pauly D

“We’re beatin’-up-the-beat, that’s what we say when we’re doing our fist pump.  First, we start off by banging the ground, we’re banging it as the beat builds ’cause that beat’s hittin’ us so we’re fightin’ back, it’s like we beat up that beat.” – Pauly D

Pauly D, a.k.a DJ Pauly D, is also showing up on TV shows, getting paid to appear in clubs and is earning extra money to guest DJ at night clubs. He’s also coining a new hair style, just as Jennifer Aniston did during her days on “Friends.” He orders hair gel by the case and does his hair twice a day. Oh, he’s also publicly offering to pose for Playgirl.

“The Jersey Shore” cast proves you don’t have to be smart or talented to become rich and famous. Well, famous. You just have to find what you’re good at and if it is very niche, and you market yourself in the right way, you can make money at it. Of course, starring in an MTV reality show exposing the idiosyncrasies of Italian Americans, or self-proclaimed Guidos, doesn’t hurt.