View KRCU's Underwriting Brochure

What is Underwriting?

KRCU acknowledges corporate contributions to the radio station with brief on-air messages called "underwriting." Since these contributions help pay for programming costs, underwriting is to public radio what advertising is to commercial stations. The value and number of on-air messages is determined by their placement during the broadcast schedule. KRCU provides a rate sheet which specifies the values of the messages throughout our program schedule.

Who listens to NPR stations like KRCU?

KRCU listeners are primarily middle-income and up, college-educated professionals. They appreciate the in-depth news from NPR’s Morning Edition and All Things Considered and PRI’s Marketplace and This American Life. They enjoy classical music. They relish the intelligent entertainment of Car Talk, A Prairie Home Companion and Whad’Ya Know?

Public radio listeners are distinguished by age, affluence and education. More than half the total audience is between ages 25-54, which places these patrons within the “Baby Boomer” demographic so attractive to underwriters. Sixty-four percent have received a college degree or some higher level of education,and  seventy-five percent have a total Household Income of $50,000+.

What about the Public Radio Audience?

• 56% listeners are 25 to 54 years of age; 41% are age 35 to 54

• 56% are involved in a regular fitness program

• 40% own financial securities

• 71% travel domestically; 41% traveled abroad in last 3 years

• 93% involved in public activities; 68% vote

Source: Mediamark Research, Doublebase 2008 Base: Adults 18+ who listen to a public radio station

What can underwriting messages say?

Underwriting is an excellent way to reach the attractive KRCU audience and deliver your message in an environment free of clutter.

Local underwriting messages are broadcast one at a time. Your message is not grouped with others in a cluster. Breaks in programming for underwriting messages and station announcements are very short, so there is virtually no “tune-out” factor.

Public broadcasting stations like KRCU are governed by Federal Communications Commission rules that limit the content of underwriting messages.

KRCU's staff of experienced professionals will work with you to develop a custom-designed schedule of underwriting announcements to meet your organizational goals. Your plan can range from sponsorship of a specific program to a schedule that spans all segments of the day.

For more information about underwriting, contact Amanda Lincoln at (573) 651-5070, toll-free at (888) 651-5070 or alincoln@semo.edu.

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