Sears, Roebuck to Help NBC Sell Its New Fall Lineup
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NEW YORK — NBC will be selling its new fall television lineup with the help of the nation’s No. 1 retailer, Sears, Roebuck and Co., starting Labor Day weekend, the network said today.
The publicity program, “America’s Brightest Stars: NBC, Sears and You,” will attempt to attract viewers and advertisers to NBC’s five new television series through a combination of games, store displays, advertisements and direct mail.
NBC said it will run “prommercials” on closed-circuit sets at Sear’s 850 retail stores. Sears will also mail an eight-page brochure about NBC’s shows to 20 million customers with Sears charge cards and will take out newspaper supplemental ads.
Included in the promotion are weekly sweepstakes beginning Sept. 3 that offer winners, among other things, a small part on one of the new prime-time NBC series.
CBS and K mart Corp. announced a similar arrangement last spring, although details have not been disclosed.
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