Underwriting on KCCK: Quality by Association
Underwriting is the term applied to a business or corporate contribution that supports public radio programming. In exchange for this support, the underwriting business or organization receives on-air acknowledgements that identify and describe the contributing business.
Uncluttered: Your underwriting message will not be broadcast in a cluttered commercial advertising arena. Rather, it will be direct, succinct and informational; free of superlatives and hyperbole. Read live on the air by KCCK’s broadcast professionals, KCCK underwriting messages are clear and melodious, drawing the ear of our listeners, rather than crowded together in a noisy commercial cluster.
Reach an Engaged Audience: The KCCK community of listeners are devoted followers of the arts and support KCCK as “their station”. They are deeply loyal and are difficult to reach via commercial media. KCCK listeners are active, informed citizens. Your announcement signals our affluent and influential audience about your organization’s commitment to their preferred listening choice!
The “Halo Effect”: Perhaps more than any other medium, public radio is as much a public relations tool as it is an advertising vehicle. That’s because public radio has the unique power to shape people’s attitudes. The “Halo Effect” is the positive sentiment that listeners have toward companies that support the community service of public radio stations. Research reveals that the overwhelming majority of public radio listeners respond favorably toward the businesses and organizations they hear mentioned on the air. 88 percent of listeners agree “My opinion of a company is more positive when I find out that it supports public radio.”*
Cost-Effective: Underwriting on non-commercial radio is the most cost-effective decision you can make when determining to invest your marketing dollars. Radio production costs less than TV and print and is less expensive to buy that most major media.
Many of our on-air programs can be underwritten. Look over the program schedule and contact Michelle Collier, KCCK’s Development Director, at michelle@kcck.org or 319-398-5421, for rates and availability.
Are you a small local business or non-profit with a limited marketing budget? We want to hear from you! We have opportunities for small local businesses, non-profits, event organizers and others that serve our community, but do not have the large budget of corporate sponsors.
See KCCK’s Event and Education Program Sponsorship Opportunities.
[* Source: Audience 98: Public Radio Recontact Survey of Arbitron Diary Keepers]