Television: Audience build-up and program promotion

The year 1953 is witnessing the opening of more and more television stations within the continental United States. As these new stations begin their operation the problem of attracting a larger audience arises. Although television audience build-up and program promotion has drawn heavily from the promotional methods used in radio, the problem of adding visual stimuli to oral stimuli has given impetus to new methods and antiquated the techniques of radio. New stations are finding very little in the way of collected works on television promotion and must turn to the stations already in operation for guidance. This paper sets forth and explains some of the methods currently employed by typical television stations and networks in the East.