One of the most significant aspects of our chiropractic centennial was the filming of a chiropractic documentary, "From Simple Beginnings: Celebrating a Centennial of Chiropractic Care." This was the cornerstone of the Chiropractic Centennial Foundation's commitment to increase public awareness of chiropractic.
Now it's time to air that story. The medium chosen is television, both cable and the major network affiliates. The television time budget is $500,000, and you, the individual chiropractor, will be the key player in the success of chiropractic's largest educational campaign.
Our hour-long documentary tells the story of chiropractic from its beginnings to the present day. The program contrasts chiropractic's philosophy against the problems in today's medically-oriented health care system. The viewing public will see where chiropractic fits historically and how it can make a difference today.
Most of the money donated for the television time was raised at the two chiropractic centennial celebrations. Those DCs and students who saw the program were extremely excited and pleased, and were the ones who donated the majority of the money needed to make the chiropractic documentary a reality.
The effectiveness of the documentary hinges on acquiring a large viewing audience, so that the public at large can learn about chiropractic and its important role in health care. Capturing the television audience is no small task. It requires scheduling multiple air times on numerous channels in the major media markets. Bawden and Associates, the CCF's internal marketing firm, was given the task to develop the television strategy and negotiate the air time.
The airing times for the documentary on cable television are:
| WTBS -- Turner Broadcasting | Sunday, March 3rd |
| 12am Eastern Time Coverage: 63 million subscribers | 11pm Central Time |
| 67% of US Households | 10pm Mountain Time |
9pm Pacific Time
| LIFE -- Lifetime | Sunday, March 3rd |
9am Eastern Time
| Coverage: 59 million subscribers | 8am Central Time |
| 62% of US Households | 8am Mountain Time |
9am Pacific Time
| CNBC -- Cable NBC | Saturday, March 2nd |
| 12pm Eastern Time Coverage: 52 million subscribers | 11am Central Time |
| 55% of US Households | 10am Mountain time |
| 9am | Pacific Time |
Sunday, March 3rd
5pm Eastern Time
4pm Central Time
3pm Mountain Time
2pm Pacific Time
The air times of the documentary on the network affiliates in the 13 largest broadcast television markets are:
| New York -- FOX | Sunday, March 3rd -- 9am |
Coverage: 6,716,020 Households
| Los Angeles -- KCOP | Sunday, March 3rd -- 10am |
Coverage: 4,936,180 Households
| Chicago -- CBS | Sunday, March 3rd -- 12pm |
Coverage: 3,145,100 Households
| Philadelphia -- WPHL | Sunday, March 3rd -- 9am |
Coverage: 2,712,800 Households
| San Francisco -- KBHK Saturday, March 2nd -- 9am -- KOFY | Saturday, March 2nd -- 11am Coverage:; 2,317,300 Households | Sunday, March 3rd -- 12pm |
| Boston -- NBC | Saturday, March 2nd -- 7pm | |
| -- WSBK | Saturday, March 2nd -- 12pm |
Coverage: 2,133,800 Households
| Washington D.C. -- CBS | Sunday, March 3rd -- 10:30am |
Coverage: 1,904,700 Households
| Dallas -- KXTX | Saturday, March 2nd -- 10am |
Coverage: 1,820,710 Households
| Detroit -- WGPR | Saturday, March 2nd -- 12pm | Sunday, March 3rd -- 2pm |
Coverage: 1,765,500 Households
| Atlanta -- WVEU | Saturday, March 2nd -- 12:30pm |
Coverage: 1,588,200 Households
| Houston -- NBC | Saturday, March 2nd -- 9am |
| Coverage: 1,561,530 Households | Sunday, March 3rd -- 4pm |
| Seattle -- KCPQ | Sunday, March 3rd -- 9am |
Coverage: 1464,150 Households
| Cleveland -- WBNX | Saturday, March 2nd -- 9am |
Coverage: 1,452,090
All of these television times reflect the best available air time, given our budget and the cable and network programming schedules. Changes in these dates and times by the individual stations are still possible, although unlikely. Please consult your local television guide to verify these times.Now comes your part of the project. Inserted in this issue of Dynamic Chiropractic is a flyer designed for you to photocopy for your patients and community. Much of the hard work, time and money that went into developing the documentary and paying to get it aired will go for naught unless people know to watch. The more people who see our television documentary, the better they will understand and respect what you do, and what you can do for them. This can become a point of conversation between your patients and their friends and acquaintances.
Please find the enclosed insert, photocopy it and hand it out to as many people as you can: then watch "From Simple Beginnings..." and discuss it with your patients, friends and others with whom you come in contact.
This is the most comprehensive media campaign the chiropractic profession has ever embarked upon. We have the opportunity for over 500 million "impressions." (An "impression" in media/marketing parlance is when one person hears a particular message one time.) Please help your profession reach the greatest number of people.
After you have had a chance to view the documentary and talk about it with your patients, let us know how it affects your patients and your practice. Your participation is greatly appreciated.
Dynamic Chiropractic editorial staff members research, investigate and write articles for the publication on an ongoing basis. To contact the Editorial Department or submit an article of your own for consideration, email
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