Underwriting WWJJ helps your business!
If you own or manage a business in our community,
you may have been approached by salespeople
from the local commercial radio stations
to buy advertising. Commercial stations are
focused on regional coverage and their efforts
to gather the most listeners from Live Oak,
Lake City, Valdosta and the surrounding counties
where their signals reach. While many larger
business, especially those with outlets in
several cities, can afford to advertise on
the big commercial stations, a small businesses
simply cannot afford to spend the enormous
sums of money necessary to put together an
effective advertising campaign. That's where
we can help! The cost to underwrite WWJJ
is tiny compared to the big guys. You reach
your target audience without the high cost
of advertising to people that wouldn't usually
shop at your business. Because our costs
are so low, every small business can afford
to have their underwriting announcements
aired on WWJJ.
We don't air commercials...
it's an Underwriting Acknowledgment!
What is the difference between a
commercial and an underwriting announcement?
Most of you are familiar with the underwriting
messages that open and close most PBS programs.
These non-commercial commercials are known
as "enhanced underwriting." Sometimes,
they are "very enhanced." They
look like commercials, they sound like commercials
... but legally, they aren't commercials.
Why? Watch carefully the next time you see
one of these messages on PBS. They tell you
about a product or a company, but they don't
tell you to buy anything the company makes
An underwriting message must stop short of
telling the viewer or listener to take some
form of action. It may also not be overtly
promotional. That means that we cannot entice
customers to buy products at your once-in-a-lifetime
sales event. What we can do is tell them
who you are and what you sell and why your
business is unique.
An Example ...
To better understand how underwriting works,
let's invent a business: Big Fish Real Estate,
Inc. The nice folks at Big Fish wish to support
their community radio station. They would
also like to let the residents on the lake
know that they are good neighbors, a company
that cares about the community. They would
like to have their underwriting support acknowledged.
It's a reasonable request.
Every now and then during our broadcast day,
we will take time out to acknowledge those
who are making public service community radio
possible in our area. Acknowledgements will
sound something like this:
"Portions of WWJJ's broadcast day are
underwritten by ..." This will be the
standard lead-in. A brief series of acknowledgments
will follow. This might be Big Fish's message
: " ... "Big Fish Real Estate,
Inc., has served the real estate needs of
the Our Area since 1492. Big Fish Realty
is a full service realty and brokerage firm
for residential, business, and industrial
real estate sales. Big Fish is located at
120 Hatley Street SW, somewhere in OurTown
and is proud to support WWJJ 91.7. Their
phone number is 555-4444."
The message is a proper underwriting acknowledgment
because it doesn't tell you to do anything.
It doesn't suggest you "stop by"
120 Hatley Street SW, it doesn't tell you
to call them if you wish to buy a home. It
doesn't tell you to "be the first on
your block..." In short, there is no
"call to action."
The FCC frowns on non-commercial radio stations that air commercials. And the FCC's frowns often come with hefty fines attached. Stations can also lose their licenses or have them suspended. WWJJ will strictly follow the letter and the spirit of the law when it comes to underwriting messages.
Underwriting messages, however, do more than
simply acknowledge the support of a business
or organization, they provide information
many listeners will likely find useful. It's
helpful to listeners, for instance, for a
restaurant to include its hours of operation
and location. Or what type of food is served.
Proper underwriting not only helps keep us
on the air, but it is also very beneficial
to the sponsor. We can help keep the your
business name in the forefront of our listeners
minds, while you have the satisfaction of
knowing you are contributing to something
that makes life in our area very unique.
You also have an opportunity to get your
business on the air at a cost that won't
hurt. It is a win-win situation. We have
underwriting plans for as little as $100
per month, but nothing is set in stone. We
are still experimenting with the concept
and have a great deal of flexibility.
We want long term relationships with great
sponsors. We do not want to clutter up our
broadcast day with an overabundance of underwriting
announcements. We also want your announcement
to stand out. The goal is to be a great community
station that does not sound like your average
commercial station with 30 minutes of commercials
Not all of those helping to underwrite WWJJ's operating costs may choose to have their support acknowledged. If that is your wish, it will be respected.
WWJJ is a non-commercial, non-profit community radio station that relies on the support of the community it serves to stay on the air. This support may come in many forms. People can volunteer to help out at the station. You could help by organizing or attending fundraisers. Maybe you'd even be willing to organize some of these activities. Most of the station's financial support, however, will come from individuals, groups and businesses in the form of underwriting the daily operations of WWJJ.
How to help!
If you are interested in helping to support
WWJJ's public service community broadcasting,
especially the vital job of underwriting
the work needed to keep the station on the
air - We'll let you know how to contact us
before we begin officially broadcasting.
Perhaps you are a specialist in some of the
many areas that could be of help, including
sales and grant writing. Maybe your company
would be interested in helping to sponsor
All donations, contributions and other help
are kept confidential, unless you desire
otherwise. With your permission, we would
like to acknowledge you on the air, but we
will not make public the amount of your contribution,
be it large or small. Most importantly, we
will never sell or share your name, address
or any other vital information. We respect
your privacy. That's a promise.
Broadcast the news about your community event.
If you or your non profit organization, like
a church, club, civic group, Boy/Girl Scouts,
school or the ladies knitting society is
having an event that your neighbors need
to know about, tell us, and we'll give you
on air publicity.
The funds generated from sponsorship announcements
are what keeps WWJJ on the air. We
can't do this without you. Your support is