NBC Enterprises promotion gives ‘John Walsh’ national treatment

Jun 24, 2002  •  Post A Comment

Armed with the slogan “Talk means more from a man of action,” NBC Enterprises is on the verge of a continental assault in its effort to promote upcoming talk strip “The John Walsh Show.”
The company announced to stations carrying the show last week a promotional campaign that will include radio, bus and even airplane advertising. The campaign will run this summer and fall to establish the series as a new daytime staple. The webcasted presentation was hosted by John Miller, co-president of the NBC Agency and Mary Beth McAdaragh, VP of marketing for NBC Enterprises.
The duo said John Walsh will become part of the United Airlines in-flight program as a “magazine in the air” as NBC takes advantage of its synergistic deals. The company already uses its news and entertainment stars as well as programs and newscasts to fill time for airline passengers. Mr. Walsh’s segments are expected to focus on heroes throughout the country.
“This is just one example of the connection between NBC Enterprises, NBC Agency and the network all pitching in to help the show, despite the fact the series will air on some non-NBC affiliates,” Mr. Miller said. “We want to take John Walsh in under the network umbrella and promote him the way only NBC can.”
The series will debut Sept. 9 with clearances in more than 80 percent of the country, including the NBC owned-and-operated stations in New York and Los Angeles. Mr. Miller and Ms. McAdaragh told stations that after assembling an advisory board of station executives to determine needs, upcoming promotional support will build on Mr. Walsh’s high recognizability after years of hosting Fox’s “America’s Most Wanted” series.
“The show is unusual for us in that John already has awareness and he already has popularity,” Ms. McAdaragh said. “Those are two factors we are normally trying to establish going into a new show. But since they already exist, we decided to play up that this is already a guy audiences both know and like, be it through on-air teasers, the Web site or billboards and print ads.”