|
What
Is Underwriting...
The basic operations of
commercial and noncommercial radio stations are
essentially the same except in one aspect: commercial
radio stations use advertising as a means of support while
noncommercial stations use underwriting.
The
major difference between "advertising spots" on
commercial stations and "underwriting
announcements" on noncommercial stations is an
underwriting announcement must have the purpose of
"identification only" and its language cannot
specifically "bring someone to action," as do
many advertising spots (see
our guidelines for more detail).
Underwriting
with WJZP Community Radio is a superior method for
prominently identifying your organization in the Greater
Portland area. In fact, underwriting with WJZP has the
following benefits:
| * |
Your
announcement is broadcasted in a high-quality
listening environment, |
| * |
Your
announcement is heard by an audience of mature
jazz enthusiasts/adult R&B lovers. |
| * |
Your
announcement firmly positions your company as a
partner in our community’s mission. |
In addition, WJZP's policy of
limiting the number of underwriting announcements per
program makes your message more noticeable---this provides
a unique opportunity for thousands of listeners in the
Greater Portland area to actually hear your message. |
