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As the show's ratings declined in the fourth season, many FOLCs felt that ABC was doing a poor job of promoting "Lois & Clark." Not content to simply stand by and hope for the best, a large group of FOLCs ran an advertisement themselves to promote the show and hopefully generate publicity for it. The FOLC Ad ran in the April 11, 1997 edition of USA Today. Beth Guide, one of the leaders of the FOLC Ad committee, was interviewed on the TV show "Access Hollywood," and USA Today itself ran an article about fans' efforts to promote "Lois & Clark." In fairness to ABC, it should be noted that the network, after hearing about the FOLCs' fund-raising campaign for the ad, agreed to pay half its cost.

We will never know, of course, whether the FOLC Ad had any real impact. But if it did nothing else, the FOLC Ad served as a "thank-you note" from the fans, something that did not go unnoticed by the cast and crew. Co-Executive Producer Brad Buckner wrote:

"Everyone on the show was very touched by both your generosity and resolve, knowing how tough it must've been to organize such an effort, let alone achieve any consensus as to how it should be done. And, since it was the only print ad to herald the time/day change, we particularly thank you all for adding advertising to your list of concerns regarding Lois and Clark. I can't remember when a grass roots effort organized solely by fans appeared in print, so a huge congratulations is due all of you who pulled it off."

K Callan added similar thoughts in an e-mail message to a listmember:

"It was a wonderful thing that the fans did and the cast really appreciates it. . . . Please pass our thanks onto everyone involved. It was a very classy and thoughtful thing to do!!"