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.


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 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:

2 Tarts Bakery

5 Points Local

AAA Auger Plumbing Services

ACA - Austin Coding Academy in San Antonio

AT&T DirecTV

Ability Scooters

Academica SouthWest

Alamo Beer Co.

Alan Petlin Gourmet Floors

Allegra Print & Imaging

Amazon Prime Now

Americus Diamond

Arden Courts

Atlas Floors


Aztec Theatre


Bader House

Baird Foundation Repair

Bakery Lorraine

​Bank of San Antonio

Dr. Jessica Belz

Bending Branch Winery


Biga on the Banks

Birkenstock General Store and Leather Goods

Bjorn's Audio-Video

Blue Sage Hall

Boerne Professional Artists


The Bread Box

Bridget's Basket, LLC

Broadway Bank

Brookdale Senior Living Solutions


Cappy's Restaurant

Caring Solutions

Caring Transitions

Cave Without a Name

Central Market on Broadway

Champion AC

Charline McCombs Empire Theatre

Clear Captions


Comfort Air Engineering

Computer Nerdz

Conceptual MindWorks, Inc.

Cowboy Cleaners

Creative Floral Designs by Helene

Crossvault Capital Management

The Crossvine

Crumpets Restaurant & Bakery

Cubes at the Quonset

Culligan Water Conditioning

Dady Restaurant Group

Deborah Lynn Farquhar, Inc. Creative Marketing

The Denim Group

Denton Communities

Dietz-McLean Optical

Dixie Flag and Banner Company

DNA Reference Lab


Dom's Chop Salsa

Downtown New Braunfels

Dykema Cox Smith

El Mirasol

En Su Casa Primary Home Care

Endomune Advanced Probiotic

Estate Sale Gallery at Los Patios

Exceptional Kids



FlighTime Business Jets

Franklin Park at Stone Oak

Fresh Horizons Creative Catering


Gary Pools

Genie Bath Systems


Golden Outlook Insurance Services

Gonzaba Medical Group

James Groh, Financial Advisor, Waddell & Reed

Group 42 Services Company, LLP

Guadalupe Basin Coalition

Half Price Books

Haynes and Boone

HealthSouth RIOSA


Hill Country Propane

Holt Cat

Hotel Emma



InCube Labs

Independence Hill Retirement Community

Institute for Women's Health

Interface Consulting International, Inc.

Intermezzo Gallery

The Iron Yard

Isle at Watercrest Dominion & Alamo Ranch

Jefferson Bank

Jefferson Cano

John T. Floore's Country Store

Cindy Kelleher Photo & Boothologie

Kerrville Hills Winery

La Fonda on Main

La Prensa Newspaper

LakeFlato Architects

Lark Mason Associates

Laurel Ridge Treatment Center

Liberty Bar

Little Italy Restaurant

Live Nation - Houston

Los Patios

MacTLC Apple Specialists

The Majestic Theatre

Majesty Tours

Mass Venture

McGovern Woodcraft Custom Cabinetry

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

Mills Entertainment

Minuteman Press owned by Roger & Peggy Thompson

Mission Heritage Partners

Monterrey Iron & Metal

Musical Arts Center of San Antonio

Newforest Estates

Nix Health

Norris Conference Center San Antonio

North Park Subaru

O'Krent's Abbey Flooring Center

Our Kids Magazine

Paper Tiger

Parties, Picnics, & Promotions

Pasha Mediterranean Grill

Pearl Brewery

Porter Loring Mortuaries

Primo Plumbing

Primway Medical PLLC

Professional Caretakers, Inc.

The RK Group



Ramada Del Rio

Ranger Creek Brewing & Distilling

Renown Auto Restoration

Resource Printing Services

Restaurant Gwendolyn

Rome's Pizza Gourment and Traditional

Russian Grand Ballet

St. Benedict's Lofts


San Antonio Business Journal

San Antonio Coding Academy

San Antonio Coffee Roasters

San Antonio Current

San Antonio Express News

San Antonio Magazine

San Antonio Medical Associates

San Antonio Stars

Sandoval Contracting


Second Saturday in Boerne


Segner's Jewelers

Senior Helpers

Senior Living Choices

Sherwood Forest Faire

Shuck Shack - Chef Jason Dady

Smoke the restaurant

Sony Pictures Classics

South Texas Eye Institute

Southtown Flats

Southwest Metal Roofing Systems

Spice of Life Catering

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

Stevens Lighting

Stone Standard

Summer Classics

Tasco Air Conditioning

Terra Nova Violins

Texas Capital Bank

Texas Center for Athletes

Texas Hill Country Invitational Art Show

Texas Med Clinic

Texas Mutual Insurance Company

Texas Oncology

Texas Star Document Service

Tiger Services Air Conditioning

Tim The Girl, Catering & Event Planning

Thai Topaz

Tre Enoteca, Chef Jason Dady

Tre Trattoria, Chef Jason Dady

The Twig Book Shop

Twin Liquors

Two Bros BBQ Market, Chef Jason Dady


Uptown Art Stroll

Urology San Antonio

Vantage Bank Texas

Dr. Karina Vasquez, San Antonio Kidney Disease Center

Vatel Restaurant Group

Vision Source of Kerrville

Voice Art Group

Wave Healthcare Pediatric Respiratory Home Care

WellMed Medical Management

West Kerr Current


K. T. Whitehead, Certified Elder Law Attorney

Whole Earth Provision Company

Wild Birds Unlimited Nature Shop

Wyndham Garden Riverwalk

Crystal Wyrick, Realtor, Keller Williams Realty

Xenex Disinfection Services

Y&L Consulting