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Frequently Asked Questions - Underwriting on WUOT

Paid schedules on WUOT, known as “Underwriting” or “Corporate Support”

  • Underwriting – paid spots that air on WUOT between 6am – 12m, any day of the week.  Agreements might span a week or a year
  • Clients specify a program or run a rotator schedule (various audiences and programs throughout the day)
  • Cost per spot ranges from $20 for evening blocks to $47 (Morning Edition) at for-profit level
  • $500 minimum per agreement 

Who are underwriters?

  • For-profit retailers, restaurants and business services
  • Non-profit, Education and Government 

Why do they underwrite?

  • Create awareness for their company or organization (branding or sharing how they serve the community)
  • Promote an event (in-person or online) 

Why do underwriters choose WUOT over other marketing choices?

  • Signal strength far beyond local counties; see map
  • Supports public radio and the station’s ongoing goal to serve its listeners in the way of news, music, escape
  • Public Radio listeners are loyal, and are not as likely to engage with commercial media
  • Breaks include 3 client messages at most, allowing each one to stand out more
  • Profile research (done by NPR annually) illustrates NPR listeners’ demographics, purchase rationale and history, leisure preferences and attitudes to determine areas of programming best suited for clients’ message
  • Nielsen data reflects WUOT’s strength compared to other stations, and depending on demo can show WUOT has more listeners than any other station in specific demographics
  • “Halo Effect” – Clients recognize the special relationship between WUOT and its listeners who 1.) are more likely to support a business that supports WUOT (when given purchasing choices), 2.) connect with content and are actively engaged, 3.) see WUOT as a trusted resource and oasis from the aggressive nature of commercial radio 

Steps involved 

  • Client needs analysis to determine their goals, budget, desired target and other preferences
  • Agreement is signed (reflecting programming, dates and costs so all is lined out in advance and to make  sure clients’ wishes are followed)
  • Script is usually written by UW Coordinator, using bullets provided by client and website, press releases
  • Message format must adhere to station and FCC Guidelines
  • Spot recorded by on-air host
  • Documentation sent to client - Affidavit or invoice sent the month spots air, reflecting exact times spots aired
  • Payment made in advance or the month after – client’s choice