View Southeast Public Radio's Underwriting Brochure

What is Underwriting?

Southeast Public Radio 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. Southeast Public Radio provides a rate sheet which specifies the values of the messages throughout our program schedule.

Who listens to NPR stations like Southeast Public Radio?

Southeast Public Radio 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 35-54, which places these patrons within the “Baby Boomer” demographic so attractive to underwriters. Fifty-seven percent have received a college degree or some higher level of education,and the median individual annual salary stands at $44,181.

NPR Listeners Are Your Best Customers. Compared with the U.S. population as a whole, NPR News listeners are:

• 134% more likely to serve as an officer for some club or organization

• 192% more likely to write an article for a newspaper or magazine

• 86% more likely to have an IRA account

• 61% more likely to purchase hardcover books

• 74% more likely to travel abroad

Source: MRI Doublebase 2005 Base: Total U.S. Adults

What can underwriting messages say?

Underwriting is an excellent way to reach the attractive Southeast Public Radio 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 Southeast Public Radio are governed by Federal Communications Commission rules that limit the content of underwriting messages.

Southeast Public Radio'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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