Underwriting
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What are the Benefits of Underwriting on WUKY 91.3 FM?
Because of the uncluttered format and the unique programming of WUKY 91.3 FM, underwriting goes beyond the usual benefits of commercial advertising.
Some types of businesses use underwriting together with traditional advertising. Other businesses use public radio as their only source of marketing because it creates the kind of image they want for their company.
Underwriting offers businesses the opportunity to...
Increase Name Awareness:
WUKY listeners say that a company’s support of public radio has a positive influence on their decision to purchase that company’s product or service.
Present a Positive Image:
WUKY listeners hold a more positive image of companies that support public radio. Underwriting messages are more credible than standard radio commercials.
Communicate Corporate Values:
The association of your business with quality WUKY programming builds good will and positions you as a company that gives back to the community.
Enhance a Professional Image:
The uncluttered non-commercial format of underwriting allows you to market your business name in an unquestionably ethical and believable manner.
WUKY LISTENERS HAVE:
* EDUCATION
* CAREERS
* INCOME
* INFLUENCE
For example:
75% have a single or advanced college degree
65% are professionals, proprietors, managers, business owners or corporate officers
62% have household incomes $50,000+
85% are young or mature professionals, affluent white collar families or affluent empty nesters
(Source: Media Audit, 2006)
HOW MANY LISTENERS ARE WE TALKING ABOUT?
* 41,900 people tune in to WUKY each week
* 84.5% are 25-64 years old
(Source: Arbitron RRC, Fall 2006)
THAT’S A LOT OF BRAINS, BUCKS & INFLUENCE!
LEXINGTON: 10th Most Educated City in U.S.
According to U.S. Census Bureau, Lexington is the 10th best educated city in the United States with 39.5% of its population holding a college degree. To find out more, search on-line: u.s. census most educated cities.
Research shows that 74.1% of WUKY listeners over 25 years old have a single or advanced degree. Almost double the market average!
What are you doing in your marketing to reach the affluent, educated professional who listens to WUKY, NPR @ 91.3FM?
Over 40,000 different adults over 18 years old in Central Kentucky listen to WUKY each week. That’s a lot of brain power!
Underwriting Rate Key
UCA is 15 Seconds or 20 Words
Rate is for each announcementAll rates are net to station.
Terms: Payment due 30 days from station invoice
$55
Morning Edition, M-F 6a-9aAll Things Considered, M-F 4p-7p
Marketplace, M-F 6-6:30pm
Car Talk, Sat. 10a-11a, Sun. 11a-12n
Prairie Home Companion,
Sat 6-8p, Sun 2p-4p
$40
All other programs
$35
Best Time Available
Mon-Sunday 6am-8pm
Equal rotation: 6a-10a, 10a-3p, 4p-8p
$120 Weekend News
One announcement in each of:
Weekend Edition, Sat & Sun 8a-10a
All Things Considered, Sat & Sun 5-6p
$104 per week
Four announcements per week
Monday –Sunday 6am-10pm
Twelve month commitment
WUKY offers up to 15 seconds or 20 words of underwriting air time to reach our “quality audience”...15 seconds in which you can reach an affluent, well-educated audience with a factual, informative message describing your business, its products and/or services. An underwriting credit announcement (UCA) for programming on WUKY is considered an acknowledgement of a donation to the University of Kentucky’s radio station.
Underwriting credits guidelines:
* A UCA must include an underwriter’s name, or that of the subsidiary, operating division or parent company.
* A UCA may include location and duration of business.
* A UCA may include non-promotional descriptions of a product line or business. (Co-op funds can be used.
* A UCA may include trade names, product or service listings that identify the sponsor.
* A UCA may include a business’ marketing slogan, if judged by WUKY to be non-promotional.
* A UCA may not include a “call to action.”
* A UCA may not include comparative or promotional language.
* A UCA may not include an inducement to support the underwriter because they support WUKY.
Samples of Underwriting Credit Announcements:
WUKY has the support of Natasha's Bistro and Boutique...with a wide array of gifts… pendants, earrings, Moroccan lanterns…and big giraffes from Madagascar. Natasha's Bistro and Boutique, at Main and the Esplanade… across from the Kentucky Theatre....“definitely too funky to franchise."
WUKY has the support of CD Central, offering new and used cds, records and dvds in the UK campus area since 1995. Now featuring the Beatles "Love" CD, with classic tracks reworked by producer Sir George Martin. CD Central, Lexington’s Great Independent Music Store. 233 DISC and on line at cd central music. com
WUKY has the support of The Matrix Group reminding you that this holiday season over 1,000 children in Lexington are in need of foster care and more children are in need of homes every day. More information about becoming a foster or adoptive parent is at 245 5488.
Gail Bennett
(859) 257-7049