The Federal Communications Commission (FCC) allows companies to “underwrite” programs on noncommercial stations like WVUD, but it does not allow “advertising.” Underwriting is similar to advertising, but differs in a few very important areas.

The FCC forbids announcements that issue a call to action. This means that statements like stop in, shop here, call, call now, limited time only, etc. are not allowed. Underwriter announcements also may not contain qualitative words. Qualitative words such as largest selection, newest model, best in town, finest selection, and state of the art are prohibited. Finally, announcements may not mention or give reference to prices. References such as free, sale, discount, clearance, reduced, going out of business sale, and liquidation, are also not permitted.

Underwriting announcements on WVUD are required to follow these FCC guidelines.

Our Enhanced Underwriting Announcements:

• identify but do not promote.
• do not call to action.
• use value neutral language.
• do not mention prices.
• are not sold in prearranged 30 or 60-second spots.

What We Can Do

Enhanced Underwriting Announcements on WVUD are generally recorded by WVUD’s production staff. Prerecorded underwriter announcements are not usually accepted. Announcements may include information which identifies but does not promote the underwriter including:

• the name of the underwriter.
• the underwriter’s products and/or services
• the underwriter’s corporate slogan (as long as it is not a promotional statement).
• the location of the underwriter’s business.
• the underwriter’s telephone number.
• the underwriter’s web address.

What We Cannot Do

Enhanced Underwriting Announcements on WVUD may not:

• be commercials.
• call to action.
• use qualitative language.
• mention prices.
• endorse a product or service.

Examples of Permitted and Prohibited Announcements

PROHIBITED  |  LOGOGRAM: “Get MET, it pays.”
PERMITTED  |  LOGOGRAM: “GE, we bring good things to life.”

Analysis: The MET logogram is a call to action. The GE logogram does not call upon the listener to do anything.

PROHIBITED  |  ANNOUNCEMENT: “A portion of this show is underwritten by Speedy Lube, where you can now get a 10-point oil change and lube for the unbelievably low price of just $12.99. So come on down to 115 Main Street for fast, reliable service.”

PERMITTED  |  ANNOUNCEMENT: “A portion of this program is underwritten by Speedy Lube, located at 115 Main Street. Speedy Lube provides oil changes and other car maintenance services.” Speedy Lube 555-6565.

Analysis: The first text mentions price and contains two calls to action. The second text identifies the sponsor, the sponsor’s address, telephone number and product line, and establishes a relationship to the program.

Your support of noncommercial public radio is vital to maintaining the quality of programming and services you and other listeners in and around Newark have come to expect from WVUD.

How can underwriting benefit your business?

While “underwriting” is not “advertising,” it can provide your firm with some of the same benefits plus some that commercial advertising can’t offer.  Research indicates that public radio is an excellent public relations tool. Listeners have a positive image of companies that support community radio and report their purchasing decisions are positively influenced by such support.

Reach a select audience

WVUD’s listeners are a diversified group of people who share many common interests and life-styles. WVUD provides programs for groups ranging from kids to senior citizens and targets audiences, including ethnic minorities, that are ignored by commercial broadcasters.  Senior citizens have above-average disposable incomes. They support businesses that support them. Kids and college students are still establishing their purchasing patterns. University of Delaware students and alumni respond to firms that support their university. WVUD can help you reach all of these audiences.

Demonstrate your community concern

Your support of WVUD shows you’re interested in contributing to the quality of life in Newark and surrounding communities. It also demonstrates that you support the training of University of Delaware students who will be among the nation’s future broadcasters.

Expand awareness of your name and presence

Awareness of your business is expanded each time you are mentioned on WVUD.

Enhance your corporate image

Your image is enhanced by your association with noncommercial community radio and the University of Delaware.

Receive tax benefits

WVUD is part of the University of Delaware. WVUD is a nonprofit, noncommercial radio station. Your underwriting support is tax deductible. Consult your tax preparer.

Increase your opportunities for advertising.

Advertise your association with WVUD, The Voice of the University of Delaware, in other media (newspapers, etc.; our logo is available). Advertising that your business is the sponsor of a popular program on WVUD is an excellent way to increase the public’s awareness of your firm. It is a strong statement about your company’s contribution to the community’s well being.

Total coverage is determined by many factors, including terrain, atmospheric conditions, and radio receiver/antenna setup.

The inner circle is our dominant area of coverage and outer circle consists of other areas where WVUD is heard.

WVUD PROFILE
The Voice of the University of Delaware Mission Statement

WVUD, the Voice of the University of Delaware, is a noncommercial public radio station. We have a triple mission: (1) Serve the University of Delaware with high-quality programming that is both entertaining and educational. (2) Serve Newark, our city of license, with information that citizens need in their daily lives and that stimulates positive interaction between the university and the surrounding community. (3) Train University of Delaware students and interested community members in the field of broadcasting.

Audience

WVUD reaches a broad audience in the Wilmington metro area ranging from children to senior citizens. WVUD’s 12+ metro cume is 14,900 and the average quarter hour (AQH) is 500 (Arbitron, Fall 1996).

Due to Arbitron methodology, WVUD’s audience is under-counted. University of Delaware residence hall students (7,800) are considered nonpermanent residents and therefore not counted. In addition, WVUD is carried on the University of Delaware cable system. The station is used as audio on UDTV 48, the university’s official channel and on SLTV 49, the university’s student channel, when programs are not being aired. The University of Delaware cable system has a potential audience of 20,000, who access the system via 3,200 cable connections in campus buildings.

WVUD’s campus and community audience is loyal, active and responsive. The good will directed toward the station can benefit your business.

Coverage Area

Depending upon terrain, WVUD has a primary coverage area of northern New Castle County, but reaches into a ‘Quad-State’ area (DE, NJ, MD, and PA) from its point of origin in Newark, DE.   We are also heard worldwide on the internet at wvud.org.

Programming

WVUD is a block formatted station (see schedule) providing music and information unavailable on commercial radio. We are Delaware’s only source for Classical, Jazz and Folk music and the only source of programming for several ethnic minority groups. University of Delaware students and alumni respond to WVUD’s schedule of sports broadcasts.

WVUD’s flat rate is $15 per on-air mention, with a minimum of five mentions. Just $75 gets your business or service mentioned on WVUD!

We can also put together custom packages and runs that allow you to target the audiences that you want to reach.

Contact (302) 831-3593 for more details or email Steve Kramarck