Making money may not have been a top priority for Captain James Kirk and his crew as they cruised through space on Star Trek, but the same can't be said for William Shatner when it comes to his civilian life.
During a 50-plus year acting career, Mr. Shatner has parlayed his most famous role into a money-making machine. His website is a one-stop shop for Trekkies, offering products such as signed Captain Kirk photos for $79.95 (U.S.), or a Kirk and Klingon Action Figure set on sale for $28.98.
Then there is the apparent draw of Mr. Shatner, who has no qualms when it comes to poking fun at himself. In recent decades, he has served as a pitchman for Loblaw Cos. Ltd.'s supermarkets, priceline.com's travel deals, DaimlerChrysler Canada Inc.'s cars, and Kellogg Co.'s All-Bran cereal.
At his latest appearance in Toronto Monday, helping Rogers Wireless Communications Inc. launch a new service for video calls over cellphones — how very Star Trekish — Mr. Shatner sat down and shared some of his views on the world of business. They include such tidbits as "don't buy anything that eats while you sleep." (More on that later).
Start with making money.
He believes diversification is a good thing for a career, though he points out all his projects are entertainment related. "The benefits are interest, challenges, and income," said Mr. Shatner, whose current acting gig is on Boston Legal.
Then there is investing. Mr. Shatner noted the stock market is "chancy," but that the real estate market in the U.S. has had a great run. His real estate assets include a ranch in Kentucky.
"If you had the hindsight, real estate would have been a really good investment," said Mr. Shatner, who turned 76 less than two weeks ago.
Horses, on the other hand, not so much. Mr. Shatner, who tongue-in-cheek admitted to owning at least one horse, said they are a "passion" rather than an investment. Hence, the advice he ignored on investing in something that's snacking away while he's off dozing.
That said, when it comes to his career and investing, he said he tends to be conservative.
"One's own circumstances are unique," he said. "Each individual has to adjudicate what they are."
He likely hasn't forgotten the rocky times after the original Star Trek ended in 1969, when his earnings dried up and his truck doubled as a bed.
Then there was the long ago time when he bought uranium stock just as the Canadian government stopped purchasing it, Mr. Shatner recalled. That wiped out his $500 (Canadian) in savings, he told Money Magazine last month.
Although saving isn't exactly in fashion when it comes to consumers in the U.S., where the savings rate was negative last year, Mr. Shatner believes it's a good idea.
"If you're saving some more, you can treat yourself," he said. "If you're starting to save, treat yourself to a saving."
