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The Sound of Public Radio

CEFCU Announcement

Submitted by Lisa Polnitz on Sat, 03/20/2010 - 6:02pm
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Harp & Thistle Annoucement

Submitted by Lisa Polnitz on Sat, 03/20/2010 - 6:04pm
  • Length: 0:23 minutes (361.22 KB)
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The Sound of Public Radio

Underwriting is Effective on Public Radio

As an underwriting sponsor, you will receive customized on-air announcements. Unlike other types of advertising, your message will not get lost during lengthy commercial breaks. Every underwriting sponsor is a valuable partner at WCBU and is presented in the clutter-free environment that attracts the most savvy listeners in central Illinois. 

Underwriting vs. Commercials

Our underwriting announcements average 20-30 seconds in length and follow the guidelines of the FCC. Though the intent of the announcement may be similar to that of a commercial, the sound is very different. Here are a few of the guidelines: 

  • Qualitative, comparative, or promotional statements can not be used 
    (the best, the most, easy to use, etc.)
  • Pricing information can not be used (including the word “free”)
  • Calls to action may not be used which tell the listener to call, to visit etc.

Our Underwriting Manager will work with you so that the guidelines are understood resulting in an announcement you’ll be happy with, and one which is FCC compliant.

A Loyal Listenership

The relationship between WCBU and its listeners varies greatly from that of other radio stations and their listeners. Our listeners support us financially and many volunteer in different aspects of our station. In turn, they are appreciative of our corporate supporters as well. WCBU listeners value our community, with 88% preferring to work with corporate supporters of WCBU.    

For more information, please contact Cindy Dermody, Underwriting Manager, at
(309) 677-2340 or cdermody@bradley.edu

Source: NPR-Jacobs Media “The Value of Underwriting Research” 2003.