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 KSTX/KPAC 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 KSTX 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 KSTX 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.
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”:
- 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 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. You may want to consider taking advantage of our first-time underwriters offer that allows you to use any of the radio stations under the Texas Public Radio umbrella at a special introductory rate.
For more information, email Texas Public Radio's Assistant Director of Corporate Relations, Kellie Fichter: firstname.lastname@example.org
Current for-profit underwriters:
Associated Home Services
Bless Me Ultima, the movie
Healthy Horizons Homecare
The Law Offices of Carol Bertsch
Opera Piccola of San Antonio
Senior Living Choices