Underwriting: For-profits

Underwriting messages provide an effective and affordable vehicle for making the public radio listener aware of events, showcase a new product or service, brand their business or build credibility in the community. The three stations under the Texas Public Radio umbrella provide the perfect venue for reaching a desirable target market that is educated, affluent and active. 

We offer a direct business-to-business connection which includes access to key community leaders.  Businesses can benefit by using underwriting messages to reach these vocal advocates who have strong community ties that give them greater influence in their social and political networks. Research further suggests the public radio listener is significantly more likely than other Americans to drive social trends, influence mass opinion and create buzz.

Non-commercial radio is required to acknowledge contributions from our funders on the air. We refer to these announcements as enhanced underwriting credits which serve to identify businesses and organizations that support our mission. These 15-second announcements include our required preamble, “Support for TPR comes from…” plus a value-neutral description of the company, their product or service. No additional costs are incurred for production of these pre-recorded messages.

Sample Underwriting Messages:

Support for TPR comes from The Twig Book Shop, located in the Full Goods Building at the Historic Pearl Brewery.  Striving to build community around the written word, they’re independent, locally-owned booksellers since 1972.  Details at TheTwig.com. 

Support for TPR comes from Bjorn's Audio-Video, family-owned and serving San Antonio since 1975.  Providing home installation, state-of-the-art repair facilities and a commitment to customer service, they're online at Bjorns.com.

Sponsored non-profit messages are designed to offer for-profit companies an opportunity to experience the “double-halo” effect of supporting both Texas Public Radio and the non-profit agency or agencies of their choice.  This type of messaging enables non-profit organizations to educate the public radio listener about their mission and initiatives without dipping into their limited resources to do so, and it allows businesses to be acknowledged for offering this gift.  The message reads much like a public service announcement and ends in the following fashion:  “This non-profit message was underwritten by…” The content should appeal to the Texas Public Radio audience and/or provide a benefit or service to the community at large.

Sample Sponsored Non-Profit Message:

The San Antonio Parks Foundation will host LiveGreenFest this Saturday from ten to three in Olmos Basin Park.  From alternative power options, recycling techniques, and mass transit to organic gardening, healthy food, and natural clothing, the event will show consumers ways to re-new, re-think, and re-use.  More at SA Parks Foundation dot org.  This non-profit message was underwritten by Valero Energy Foundation.

UNDERWRITING GUIDELINES: 

In the world of public radio, we use a little different jargon than that of the commercial radio industry. The Federal Communications Commission (FCC) has articulated specific guidelines emphasizing the difference between these permissible donor and underwriter announcements and commercial advertising.  In order to maintain compliance with the Commission’s regulations, Texas Public Radio observes the following rules taken from our published “Underwriting Policies and Practices”:

Permissible language:

  • a value-neutral description of the product/service/initiative
  • location, phone number and/or web address for more details about the funder
  • brand or trade names that help identify the underwriter, but do not promote
  • the underwriter's well-established corporate slogan, identified as such, as long as it complies with other standards

Language that is NOT permissible: 

  • pricing info (such as "5% interest rates available")
  • an inducement to buy, which is promotional by nature (such as "special gift for first fifty callers" or “10% off first order”)
  • audio jingles, sound effects or pre-recorded creative production elements
  • language that speaks directly to the listener (you, your, we, “understood” you, etc.)
  • expression of personal views, subjective, comparative or qualitative language (such as "the first name in Fords" or "the best BBQ in town")
  • any language comparing your business to that of another or suggesting your business is better than another (such as “award winning” or “recognized by”)
  • calls to action (“visit,” "call," "go to," "join," etc.)

RATES:

Rates vary depending on the station of choice, the time of day, and the quantity of messages placed within the schedule. Ask your Corporate Relations Associate how to customize a package for your particular marketing needs.

For more information: Contact Texas Public Radio's Director of Corporate Relations, Kellie Fichter. Email:  kellie@tpr.org or phone: 210.614.8977 ext. 117


Current for-profit underwriters:

101 Mobility

1797 Creative

2 Tarts Bakery

5 Points Local

A thru Z Pediatrics

ACA Austin Coding Academy in San Antonio

Academica SouthWest

AccessAbility Home Modifications

AEG Live

Ageless Living Home Services

Air2Recovery

Alamo Beer Co.

Alamo Mobility, Inc.

Alamo Music Center

Alan Petlin Gourmet Floors

Almouie Pediatrics

Allegra Print & Imaging

Americus Diamond

Apple Home Care Medical Supply

Arden Courts

Altlas Floors

Baird Foundation Repair

​Bank of San Antonio

Dr. Jessica Belz

Bending Branch Winery

Beto's

Biga on the Banks

Birkenstock General Store and Leather Goods

Bjorn's Audio-Video

Blue Pearl Veterinary Partners

The Bread Box

Brick

Broadway Bank

The Broadway Condominiums

Cancer Care Centers of South Texas

Cappyccino's

Cappy's Restaurant

CapTel Outreach

Caring Solutions

Caring Transitions

Casa Rio Mexican Restaurant

Colleen Casey, Realtor, Phyllis Browning Company

Central Market on Broadway

Charline McCombs Empire Theatre

Chesmar Homes

Clear Captions

Coats Aloe Liniment

Codeup

Commonwealth Coffeehouse & Bakery

Computer Nerdz

Copenhagen Imports, Inc.

The Cove

Creative Floral Designs by Helene

Cricket Wireless Communication

Crossvault Capital Management

The Crossvine

Crumpets Restaurant & Bakery

CTS Consolidated Telecom Services

Cubes at the Quonset

Culligan Water Conditioning

Dady Restaurant Group

Deaf Interpreter Service, Inc.

Deborah Lynn Farquhar, Inc. Creative Marketing

Digital Document Solutions, Inc.

Discovery World Learning Center

Dom's Chop Salsa

El Cosmico

El Tropicano Hotel

Emporium Presents

Epic Health Services

ESD & Associates

European Artisan Upholstery

Exceptional Kids

Execupay

Fisher and Phillips, LLP

FlighTime Business Jets

Franklin Park at Stone Oak

Frederick's Restaurant

Fresh Horizons Creative Catering

Frost

Garcia Art Glass

Genesis Healthcare

Genie Bath Systems

Google

James Groh, Financial Advisor, Waddell & Reed

Group 42 Services Company, LLP

Guitar Tex

Half Price Books

HealthSouth RIOSA

Heartis San Antonio

H.E.B.

Holt Cat

Hotel Emma

Humana

Independence Hill Retirement Community

Institute for Women's Health

The Iron Yard

itSC IT Managed Service

Jack Carley

Jef Waltman Technology Consulting

Jefferson Bank

Jim Cullum Jazz Group

John T. Floore's Country Store

Johnson Air Conditioning & Mechanical

Jordan Ford Mobility

Julian's Italian Pizzeria

Cindy Kelleher Photo & Boothologie

Kerrville Hills Winery

Kimura

La Fonda Oak Hills

La Fonda on Main

LakeFlato Architects

Laurel Ridge Treatment Center

Legacy at Forest Ridge

Liberty Bar

Little Italy Restaurant

Los Patios

Luke San Antonio

MacTLC Apple Specialists

The Majestic Theatre

MassMutual of South Texas

McLin, Sara E, DDS & Edward R Staffel, DDS, PA

Minuteman Press owned by Roger & Peggy Thompson

Molina Healthcare

Monterrey Iron & Metal

Musical Arts Center of San Antonio

My San Antonio Mobile Notary

The Nitsche Group

Nix Health

North Park Lincoln

North Park Subaru

Northrop Grumman

Northstar Financial Services Group, LLC

Oncology San Antonio

Orderup

Our Kids Magazine

Parties, Picnics, & Promotions

PCSI

Pearl Brewery

Peripheral Vascular Associates

Personal Touch Home Health Services

Pharm Table Cafe

Phyllis Browning Company

Pinot's Palette

Porter Loring Mortuaries

Pride PHC Services, Inc.

Primrose Lane Adult Daycare

Professional Caretakers, Inc.

The RK Group

R&K Specialized Homes

Rackspace

Ranger Creek Brewing & Distilling

Red McCombs Toyota

Restaurant Gwendolyn

Rome's Pizza Gourment and Traditional

St. Benedict's Lofts

Salamida State Fair Spiedie Sauce

Dr. Grace Salinas, Family Wellness Center

SA Fitness Concierge

SWBC

San Antonio Beer Week

San Antonio Coding Academy

San Antonio Coffee Roasters

San Antonio Current

San Antonio Dental Team

San Antonio Express News

SEFLA Languages

Second Saturday in Boerne

Senior Living Choices

Senor Veggie

The Shape of Behavior

Sherwood Forest Faire

South Texas Renal Care Group

Southtown Flats

Southwest Metal Roofing Systems

Spanish Grove Academy

Spice of Life Catering

Spurs Sports & Entertainment

Staffel, Edward R, DDS, PA & Sara E McLin, DDS

Stevens Lighting

Stone Standard

Sunshine Therapy & Nursing Services

Sushi Zushi

Tasco Air Conditioning

Texas Heritage Bank of Boerne

Texas Mutual Insurance Company

Texas Neurosurgical Spine

Texas Oncology

Texas Treasures Fine Art Gallery

Mark L. Thornton, MD, and Jennifer Wallace, MD

Tiger Services Air Conditioning

Tre Enoteca, Chef Jason Dady

Tre Trattoria, Chef Jason Dady

TSR Services, Inc.

The Twig Book Shop

Twin Liquors

Two Bros BBQ Market, Chef Jason Dady

UBuildIt

Universal Pictures By The Sea

Uptown Art Stroll

Valero

Vantage Bank Texas

Vatel Restaurant Group

Vethan Law Firm

Villa de San Antonio

Vital Life Wellness Center

Wave Healthcare Pediatric Respiratory Home Care

Welcyon Fitness After 50

Wells Fargo

West Corporation

West Kerr Current

Wild Birds Unlimited Nature Shop

K. T. Whitehead, Certified Elder Law Attorney

Whole Earth Provision Company

Crystal Wyrick, Realtor, Keller Williams Realty

Y&L Consulting