It was meant to be, but dire weather predictions made the crew fear the heavy satellite uplink truck couldn't make it down the steep roads to the cave. It's a three-hour tour only the most physically fit get to do. They're not even competing with other electronic outings. The New Explorers, with host Bill Kurtis, and WTTW have produced several electronic field trips, the latest on endangered species. There's 100,000 schools in this country.
Direct marketing is quite expensive.
You have to have multiple hits to get teachers' attention. You're struggling over whether to send your information to the librarian, the principal, or the individual teacher. You have to set up an 800 number and provide customer service for the number. You have to provide technical support to tell the schools how to get the show off the satellite or other means of getting it. Field trip producers who've spent serious money to get the word out cringe at stories like Nancy Perry's.