WHY become a Business Sponsor?
Research has shown the majority of WDIY’s listeners believe that when a business sponsors a program, it acts out of an interest in the public good.
As a result, underwriters are perceived as fellow supporters of public radio, rather than businesses merely running an ad. According to the FCC, an on-air underwriting announcement is not traditional advertising. We believe it is better!
Why is underwriting on WDIY better than a “traditional” commercial? WDIY offers limited on-air interruptions during our programming – this means your announcement will not be buried in the traditional long sweep of commercials.
HOW is your announcement created?
WDIY’s underwriting staff will work closely with you to create an announcement that matches your marketing and public relations needs that comply with FCC regulations applicable to non-commercial stations. Your announcement can be as long as 15 seconds in length, not including the standard opening – “Support for WDIY comes from our member and from”….the simpler the message, the more effective it will be.
WHAT can you say?
· Name of business
· Location of business
· A description of your services/products
· Your registered slogan (documented in use 6 months or longer)
· Your brand name
· Your telephone number(s)
· Web address
· Company philosophy
· Vendors for co-op purposes
WHAT do we avoid?
· Superlative language (the world’s greatest)
· Call to action (direct or implied)
· Price, value, savings information (“free” is considered a price)
· Any inducement to buy, sell, rent or lease
· Qualitative, promotional, or comparative language
WDIY’s personalities will produce your announcement. Final approval is at the discretion of WDIY with your agreement.
These regulations serve to protect the non-commercial ambiance that our community and public radio listeners value so highly. The integrity of the relationship between WDIY and its listeners extend to the underwriter. The public radio listener positively identifies the underwriter with the high quality programming they hear on WDIY. Our listeners are clients you would gladly welcome to your business!
For more information, please contact Underwriting Sales Manager Ron Richter at 610.694.8100 x6 or at firstname.lastname@example.org.
And a special thank-you to all of our current underwriters.