Right-wing conspiracy theorist Alex Jones makes almost all of his money selling nostrums, says Seth Brown of Select/All. His audience buys so many bottle of Infowars Life Silver Bullet Colloidal Silver, Infowars Life Brain Force Plus, Infowars Life Super Male Vitality, and Infowars Life Liver Shield that he no longer depends on 3rd party advertising to make money.
A representative from PowerReviews, which manages Infowars’ review system, told me that between 3 percent and 8 percent of purchasers generally review their products. Assuming that 5 percent of Jones’s customers review each product they’ve purchased, the total sales would be more than 500,000 units sold over two years. At an average price of $30, this would represent $15,000,000 in sales over the same two-year period. If we assume more generously that reviews represent closer to 3 percent of the total number of purchasers, the number balloons to nearly $25,000,000. That’s a lot of money — especially when you consider that a devoted audience like Jones’s is likely filled with repeat customers who may not review each individual purchase.
It is a brilliant business model. If you can be convinced that an international cabal of globalists is hell-bent on creating a New World Order, perhaps you could be persuaded to buy Infowars Life Survival Shield X-2, a one-fluid-ounce bottle of iodine supplement for $39.95. If you can be convinced that President Barack Obama was a member of Al Qaeda, perhaps you will buy two ounces of Infowars Life Super Male Vitality drops for $59.95. Alex Jones does sell some other products on his website, but the vast majority of the web ads and on-air product pitches are for his dietary supplements. The products themselves are largely produced by Dr. Edward F. Group III, a Houston chiropractor and founder of dietary-supplement-maker Global Healing Center. Group is an atypical doctor in that while he lists a bevy of educational accomplishments on his website and LinkedIn profile, degree-verification services indicate that he seems not to have completed college. When asked about Group’s undergraduate education, a representative of Global Healing Center declined to comment.