Making a Buck by Selling a 'Dollar'

In Portland, Maine, skydiving lessons and weekend getaways at the Embassy Suites are selling fast on UPN affiliate WPME and sister WB outlet WPXT. Both stations peddle goods and services from area merchants on a locally produced home-shopping program, The Dollar Saver Show. That “show” is actually a bunch of disguised TV commercials strung together into a half-hour. Here's how the Dollar idea works: Viewers snap up goods and services, from cleaning services and hotel stays to restaurant certificates, all discounted by 30%. Merchants barter the goods, getting in return commercial exposure and foot traffic because buyers have to visit the merchant to pick their purchases up -- and perhaps buy more. (Wow, what a great way to promote localism in broadcasting.)
[SOURCE: Broadcasting&Cable, AUTHOR: Allison Romano]
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