CBS launches Letterman promos. (CBS Inc. promotes the 'Late Show with David Letterman') (Brief Article)

Broadcasting & Cable, July, 1993

CBS will launch its national and local promotional campaign for the Late Show with David Letterman during Major League Baseball's All-Star Game tomorrow. The network has produced 80 spots that will run in all dayparts, said George F. Schweitzer, senior vice president, marketing and communications, CBS/Broadcast Group.

The campaign will build throughout the summer until the show's premiere Aug. 30. Schweitzer said the campaign, built around the theme "Same Dave, better time, new station," will target hard-core fans, a wider audience of potential or occasional viewers who would have preferred an earlier start time for Late Night with David Letterman on NBC, and new viewers. The campaign follows two creative approaches, the first uses 10- and...

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