It was 1984 and Oprah Winfrey heretofore unknown, was brought into Chicago to host her own morning show. It was decided to produce a fashion show for the program that showcased the full array of retailers in Chicago to encourage them to advertise on WLS-TV. Joan Abraham Fashion Productions was given total creative control to exploit the entertainment value of fashion in the most engaging, interactive program unique to television audiences. The program included over 30 retailers from J.C. Penney to Stanley Korshak and successfully established WLS as a retail friendly media channel for fashion retailers. Retail ad sales were up 60% from the Spring show in March 1984 to the Fall show the following September.