What is Underwriting?
Underwriting is a form of media or program sponsorship where the sponsor receives a pre-determined number of underwriting spots during the programming day. Think of it like a commercial, except our goal is to inform and educate!
These underwriting spots identify the underwriter and provide factual information about the underwriter and/or its products and services. It is an acknowledgement to the listening audience of the underwriter’s commitment to 94.1 FM Frogtown Community Radio.
What Can Be Included In an Underwriting Message?
The FCC allows announcements to be made to identify the underwriter. This provides a higher community profile and a more philanthropic appearance than the average advertiser, in exchange for the following restrictions:
No qualitative language; the language must be “value neutral”; meaning no words like “best” or “fastest” or “tastiest.”
Reasonably short in length. WFNU-LP aims for announcements to be no more than 30 seconds in length.
No “call to action” in the spot. It’s a fine line, but you can tell people where your business is, you just can’t tell them to go there.
Passive identifiers are OK (what, when, where, etc.).
No mention of special sales or discount offers.
Spots cannot include contests or giveaways.
Underwrite with us!
Why Underwrite on Frogtown Community Radio?
It’s affordable.
Underwriting may be tax-deductible (check with your accountant). Since WFNU-LP is licensed to a 501(c)3 organization, most underwriting agreements are tax-deductible.
It’s unique. If you have a business and you want to reach Saint Paul, there’s no better way!
It’s easy! Fill out this form, e-mail it in, and start crafting your underwriting message right away.
An example of an underwriting message that would be permitted:
“Programming on WFNU-LP is brought to you by the following underwriter. White Cloud Mattress is located at 100 North Main Street and features mattresses, box springs, and bed frames for sale. White Cloud Mattress is open Monday-Saturday from 9 AM-5 PM. You can learn more at Whitecloudmattresses.com.”
An example of an underwriting message that would not be permitted:
“Programming on WFNU-LP is brought to you by the following underwriter. White Cloud Mattress, White Cloud only sells the best, mattresses, box springs, and bed frames ever. They are certainly better than Mike’s Bed Emporium. Visit us at 100 North Main Street and we’ll give you a box spring for every mattress you buy at regular price. Tell ’em Frogtown Radio sent you!”
Want to give underwriting a try?
Reach out to us for packages and prices at stationmanager@wfnu.org