What is underwriting on your local public radio station?

 

Underwriting is a business donation to a non-commercial public radio station, such as WQCS / 88.9 FM. In return, the business receives a 15-second on-air underwriting announcement, in which the firm's name, address, phone number, slogan or product line can be mentioned.

 

 

Who are WQCS's underwriters?

 

With more than 25 years on the air, WQCS has several hundred businesses that have supported the station through underwriting. The following list includes the types of businesses that reach potential customers or clients through WQCS:

 

·         Retail Businesses

·         Art Galleries / Museums

·         Banks / Other Financial Institutions

·         Hotels / Resorts

·         Advertising Agencies

·         Law Offices / Individual Attorneys

 

FCC Guidelines

 

Because of the non-commercial status of public radio stations, the Federal Communications Commission (FCC) has guidelines for underwriting announcements, in particular, requiring that they not be promotional in nature. They cannot contain comparative or qualitative descriptions of products or services, price information, including interest rates, inducements to buy, sell, rent or lease, or other calls to action. Messages must be value neutral.

 

The following is a suggested script:

 

88.9 FM is underwritten by A Technological Advantage, providers of technical training, consulting, and software soluitions. Offering a full range of Cisco training and certifications. The telephone number is 772-555-1212.

 

Who Listens?

 

WQCS has thousands of listeners each week representing the area from northern Palm Beach County to Melbourne and west to Avon Park / Sebring. Its listeners spend more than 10 hours per week tuned to the station.  Over the years, WQCS has been listed among the Top 5 public radio stations in the United States for the share of population listening to the station. Its staff members have brought in more than 50 local, state and national awards recognizing the station's excellence in broadcasting for reporting, community involvement and outreach, fundraising, and special events.

 

WQCS 88.9 FM Coverage Area . 

The WQCS Audience People who can afford to be choosy Less waste While our total audience numbers may be comparatively smaller (Second in the market with a 8.2 share in the 12+ age group), the percentage of qualified prospects is higher. More discretionary income With an average annual income of well over $80,000, our audience members have money to spend. WQCS attracts a high percentage of senior executives. No audience resentment Because messages do not interrupt programs, audiences will not consider your message an intrusion. Quality by association You will be in good company with community-minded underwriters from top local and national firms.

 

National Public Radio attracts an audience most notably distinguished by its educational excellence and professional success. Listeners are active consumers and savvy business leaders who get involved in their communities.

 

Who they are..

What they do ...

59% Men / 41% Women 69% Aged 25 to 54 27% aged 18 to 34 50% aged 35 to 54 58% college degree or beyond 39% graduate school degree / attended 77% Household Income $30,000 + 48% Household Income $60,000 +  34% Household Income $75,000 + 61% married / 25 % single 76% employed 45% professional / managerial 37% make purchase decisions $1,000 + 16% top management

73% Get involved in the community 62% Vote 10% Participate in fundraising 66% Go to theatre, concert, and dance performances 45% Attend live theatre 72% Dine out 71% Read books 45% Participate in a regular fitness program 40% Swim 35% Hike, backpack, or camp 55% Own financial securities 22% Mutual funds / 21% own common stocks 60% Own computers 36% Subscribe or use a on line service 83% Domestic travel 45% Foreign travel during past 3 years