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 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.

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:

The 1111

2 Tarts Bakery

35 Concerts

A thru Z Pediatrics

Academica SouthWest

AccessAbility Home Modifications

Adante

AEG Live

Ageless Living Home Services

Air2Recovery

Alamo Beer Co.

Alamo Mobility, Inc.

Alamo Music Center

Alan Petlin Gourmet Floors

All's Fair World Gifts

Almouie Pediatrics

Allegra Print & Imaging

Americus Diamond

Amerigroup Community Care Texas

Appraisals & Estate Sales by June Hayes

Arden Courts

Associated Home Services

Autumn Leaves Memory Care

Azuca Nuevo Latina

​Bank of San Antonio

Beaver Productions

Bender Wells Clark Design

Bending Branch Winery

Beto's

Big Grass

Birkenstock General Store and Leather Goods

Bjorn's Audio-Video

Blue Star Brewing Company

Broadway Bank

The Broadway Condominiums

Attorney, Andrea Brooks

Campus Publishers

Cancer Care Centers of South Texas

Capital Asset Properties

Captial Farm Credit

Cappy's Restaurant

CDS in Texas

Center for Autism & Related Disorders (CARD)

Central Market on Broadway

Charline McCombs Empire Theatre

Chesmar Homes

Cincinnati Insurance Companies

Codeup

Commonwealth Coffeehouse & Bakery

The Cove

Creative Floral Designs by Helene

Crossvault Capital Management

The Crossvine

Crumpets Restaurant & Bakery

CTS Consolidated Telecom Services

Culligan Water Conditioning

Dady Restaurant Group

Deaf Interpreter Service, Inc.

Deborah Lynn Farquhar, Inc. Creative Marketing

Earth Burger Veggie Burger Stand

El Cosmico

Emerald Oaks Retirement Resort

ESD & Associates

Exceptional Artists

Exceptional Kids

Execupay

Facelogic Spa

FashionABILITY

Fisher and Phillips, LLP

Franklin Park at Stone Oak

Frederick's Restaurant

Fresh Horizons Creative Catering

From the Heart Pediatric Therapy

Frost

Gems of the Hill Country

Generations Senior Moving & Transition Services

Gingerbread Workshop

Global Protection Group

Great Events

Group 42 Services Company, LLP

Guillermo's

Guitar Tex

Half Price Books

Halo Senior Care

HealthSouth RIOSA

H.E.B.

Hill Country Home & Garden Show

Holt Cat

Humana

Independence Hill Retirement Community

itSC IT Managed Service

Jack Carley

Jef Waltman Technology Consulting

Jefferson Bank

Keen Productions

Cindy Kelleher Photo & Boothologie

Kerrville Hills Winery

Kinetico San Antonio Water Softeners

Kumon North America

La Fonda Oak Hills

La Fonda on Main

LakeFlato Architects

Laurel Ridge Treatment Center

The Law Offices of Carol Bertsch

Legacy at Forest Ridge

Liberty Bar

Lifespan Home Health

Little Italy Restaurant

Lorenzo's Italian Restaurant

Los Patios

Luke San Antonio

MacTLC Apple Specialists

The Majestic Theatre

MassMutual of South Texas

McCrossen Digital Marketing Group

Medina Highpoint Resort

Michael Imbimbo, Inc. - Architects

Microsoft at the Shops at La Cantera

Minuteman Press owned by Roger & Peggy Thompson

Mockingbird Holiday Market

Musical Arts Center of San Antonio

My San Antonio Mobile Notary

My Single Link

NewSound Hearing Aid Centers

North Park Lexus of the Dominion

North Park Lincoln

North Park Subaru

Northstar Financial Services Group, LLC

Nothing Bundt Cakes

Order Up

Parish Photography

PCSI

Peach Basket Natural Foods

Peripheral Vascular Associates

Phyllis Browning Company

The Pineapple School

Pinot's Palette

Pride PHC Services, Inc.

Primo Medical Supplies

Professional Caretakers, Inc.

R&K Specialized Homes

Rackspace

Ranger Creek Brewing & Distilling

The Ratner Private Advisory

Red McCombs Toyota

Riley & Riley, Attorneys-at-Law

The Rivard Report

Rogers Family Coffee Company

Rome's Pizza Gourment and Traditional

S. A. Fitness Concierge

San Antonio Beer Week

San Antonio Coffee Roasters

San Antonio Current

San Antonio Magazine

Santikos Theaters

Second Saturday in Boerne

Senior Living Choices

Senior Path Specialists

The Shape of Behavior

Sherwood Celtic Music Festival

Singing Water Vineyards

SMC Events, Inc.

Snaggle Foot Dog Walks and Pet Care

SoBro Pizza Company

South Texas Renal Care Group

Spanish Grove Academy

Spice of Life Catering

Stevens Lighting

Sushi Zushi

Tasco Air Conditioning

Taste Elevated

Texas Liver Institute

Texas Mutual Insurance Company

Texas Treasures Fine Art Gallery

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

Tiger Services Air Conditioning

Tim the Girl Catering & Event Planning

Tre Enoteca, Chef Jason Dady

Tre Trattoria, Chef Jason Dady

The Twig Book Shop

Twin Liquors

Two Bros BBQ Market, Chef Jason Dady

Umai Mi, Chef Jason Dady

Uptown Art Stroll

Valero

Vantage Bank Texas

Vegeria Vegan Restaurant

Vethan Law Firm

Villa de San Antonio

VITAS Innovative Hospice Care

Warner Music Group

Watercrest Alamo Ranch

Wave Healthcare Pediatric Respiratory Home Care

Wells Fargo

West Corporation

West Kerr Current

Whataburger

K. T. Whitehead, Certified Elder Law Attorney

Whole Earth Provision Company

Whole Foods Market

The Wood Agency

Crystal Wyrick, Realtor, Keller Williams Realty

XTOL(Experiential Teaching)

Y&L Consulting