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Underwriting on WAUS 90.7fm

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. WAUS provides 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 30-second announcements include our required preamble, “Support for WAUS comes from…” plus a value-neutral description of the company, their product or service. No additional costs are incurred for production of these messages.

Sample Underwriting Messages:

Sponsored non-profit messages are designed to offer for-profit companies an opportunity to experience the “double-halo” effect of supporting both WAUS Classical 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 WAUS Classical Public Radio audience and/or provide a benefit or service to the community at large.

Sample Sponsored Non-Profit Message:

Berrien County Parks Foundation will host LiveGreenFest this Sunday from ten to three in Feather 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 BC Parks Foundation dot org. This non-profit message was underwritten by the Berrien Community 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, WAUS 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. Ask your WAUS Account Executive how to customize a package for your particular marketing needs.

Please visit our Underwriters#

The following businesses are underwriters who support WAUS 90.7 FM

Tell them "I heard you on WAUS 90.7 FM!"

What is it?

Underwriting on a public radio station is an acknowledgment of a business that gives WAUS a donation. In 50 words or fewer WAUS tells the who, what, when, where, and why of the business. The WAUS listener hears a simple promotion about that business.

Why Do it?

When you partner with WAUS, you build name recognition with a very desirable audience. Research indicates that public radio listeners feel good about businesses who underwrite it, and so are more likely to patronize them. You can have an active part in providing the Michiana region with quality classical music and in-depth news programming. Our listeners care about the community, and by supporting WAUS you demonstrate in a very visible way that you support their community and programs that enhance its quality of life. When you underwrite with WAUS, you invest in the future of the broadcasting industry. WAUS trains students to become professional broadcasters, and your underwriting helps make it possible for us to continue to do this. Also, you can take a tax deduction for your underwriting investment.

Who is listening

According to Arbitron (Spring 2017), WAUS attracts 33,100 listeners weekly, who fall into a prime demographic group. The average listener is in the 35+ age bracket, is a professional with high earning potential and more disposable income than average, is well educated, a business leader, and is active in the community.

Rates

For the cost of one or two print ads, you can have your name on WAUS for a whole year. Underwriting rates compare very favorably with advertising rates on other broadcasting outlets. Off air benefits include a listing on WAUS' web page with a link to your web site and an opportunity to have a display at the annual WAUS open house. Contact our Underwriting Director today to start the easy process of underwriting on WAUS: 616-299-4073.