How do you get a free ad on the Today show? Bring a sign

When I watch Today every morning, I wonder how some of the people that are standing in Rockefeller Plaza are able to bring signs that are blatant advertisements. I figured there was someone at the entrance to the taping area that would inspect each sign and reject ones that are inappropriate.

Turns out that's true, but Ad Age says that what's in the inappropriate category is less than you think. All the staff looks for is inappropriate language and readability. In fact, NBC doesn't seem to mind that a lot of companies are getting a ton of free advertising by asking people to bring signs and display them, hoping to get a lingering glance or even one of the hosts to come over and speak to someone reading the sign.

Good for NBC. Sure, most of the signs people bring are obnoxious signs for obnoxious products like Morning Zoo radio shows in Dubuque and phone numbers for ambulance-chasing law firms. But NBC could have very easily been much more restrictive about the signs, or --given the economy -- tried to squeeze every penny they could out of the plaza by charging some sort of fee. But they realize that the goodwill they generate from the move attracts bigger crowds to the plaza, which always looks better on TV.

The most curious part about the article is how plaza stalwart Linny Boyette is now suddenly promoting things on his own, without being asked to do so by anyone. He's been on the plaza enough to know that an umbrella with a lawyer's number on it will be seen by millions on TV (you see him standing right in front, right behind the anchors, every single day); wonder why he'd give them free advertising for no compensation. Are they helping him on a pro bono basis?

[via Mediabistro]