What Is Underwriting?

What is Underwriting?

In public radio, the term “underwriting” is used for on-air announcements acknowledging financial support.  It’s a cost-effective alternative to commercial advertising and a great way for your business or organization to connect with our loyal listeners. Although underwriting is different than traditional advertising, use it as you would any other marketing vehicle to position your services or products, or to brand your business as a whole.                                                           

Underwriting is Affordable

Peoria Public Radio does not have any pre-determined underwriting packages, which may include undesired announcement times. Rather, when working with Peoria Public Radio, the Underwriting Manager works with each underwriting sponsor individually to insure that your sponsorship meets your needs. Also, the station does not require a minimum contract period or financial commitment, making it easy for every kind of organization to broadcast underwriting messages. Contact our Underwriting Manager for rate details.

Underwriting Offers Added Value

In addition to on-air announcements, Peoria Public Radio underwriters have the unique opportunity to receive exposure with our listeners via other media forms as well. Contact information for all underwriters is listed on the back cover of Fanfare, our quarterly publication mailed to all station members. Your business can also be considered to be featured in an upcoming issue.

Peoria Public Radio also provides added exposure on our Web site, one of the areas’s most trusted news sites. A link is provided from our website to that of each underwriter’s Web site.

Your Underwriting Support May Be Tax-Deductible

Peoria Public Radio. as part of Bradley University is a non-profit organization. Some underwriters consider their contribution to be an advertising expense, while others use it as a charitable contribution. Ask your tax professional about the benefits of marketing your organization using non-commercial public radio.

Who Listens to Peoria Public Radio?   GO >

Current Underwriter List   GO >

Underwriter Recognition

Each year, we host a celebration of our underwriters, and recognize those businesses who have supported Peoria Public Radio for the long term.  Learn More   GO >

For more information, please contact Melissa Libert, WCBU Development Director, at 309-438-2257 or mmboehn@illinoisstate.edu.