The album was previewed on the pirate radio station Radio London on 12 May and officially on the BBC Light Programme's show "Where It's At", by Kenny Everett, on 20 May. Everett played the entire album apart from "A Day in the Life". The day before Everett's broadcast, Epstein hosted a launch party for music journalists and disc jockeys at his house in Belgravia in central London. The event was a new initiative in pop promotion and furthered the significance of the album's release. "Melody Maker"s reporter described it as the first "listen-in" and typical of the Beatles' penchant for innovation.