Underwriting on WSGM

WSGM (104.7 FM), is a 1,000 watt FM broadcast radio station broadcasting from Tracy City, Tennessee, broadcasting an all-gospel format.

What is it?

Underwriting on a public radio station is an acknowledgment of a business that gives WSGM a donation. In 50 words or fewer WSGM tells the who, what, when, where, and why of the business. The WSGM listener hears a simple promotion about that business.

Why Do it?

When you partner with WSGM, you build name recognition with a very desirable audience. Research indicates that public radio listeners feel good about businesses who underwrite it, and so are more likely to patronize them. You can have an active part in providing the South Cumberland Plateau with gospel music and in-depth news programming. Our listeners care about the community, and by supporting WSGM you demonstrate in a very visible way that you support their community and programs that enhance its quality of life. When you underwrite with WSGM, you invest in the future of the broadcasting industry. WSGM trains students to become professional broadcasters, and your underwriting helps make it possible for us to continue to do this. Also, you can take a tax deduction for your underwriting investment.

Who is listening

WSGM broadcasts from Tracy City, serving the South Cumberland Plateau and surrounding counties.

Rates

Underwriting rates compare very favorably with advertising rates on other broadcasting outlets. Contact our Underwriting Director today to start the easy process of underwriting on WSGM: 931-592-7777.

Underwriting messages provide an effective and affordable vehicle for making the public radio listener aware of events, showcase a new product or service, brand their business or build credibility in the community. WSGM provides the perfect venue for reaching a desirable target market that is educated, affluent and active.

We offer a direct business-to-business connection which includes access to key community leaders. Businesses can benefit by using underwriting messages to reach these vocal advocates who have strong community ties that give them greater influence in their social and political networks. Research further suggests the public radio listener is significantly more likely than other Americans to drive social trends, influence mass opinion and create buzz.

Non-commercial radio is required to acknowledge contributions from our funders on the air. We refer to these announcements as enhanced underwriting credits which serve to identify businesses and organizations that support our mission. These 30-second announcements include our required preamble, "Support for WSGM comes from..." plus a value-neutral description of the company, their product or service. No additional costs are incurred for production of these messages.

Sample Underwriting Messages:

Sponsored non-profit messages are designed to offer for-profit companies an opportunity to experience the "double-halo" effect of supporting both WSGM Public Radio and the non-profit agency or agencies of their choice. This type of messaging enables non-profit organizations to educate the public radio listener about their mission and initiatives without dipping into their limited resources to do so, and it allows businesses to be acknowledged for offering this gift. The message reads much like a public service announcement and ends in the following fashion: "This non-profit message was underwritten by..." The content should appeal to the WSGM Public Radio audience and/or provide a benefit or service to the community at large.

UNDERWRITING GUIDELINES:

In the world of public radio, we use a little different jargon than that of the commercial radio industry. The Federal Communications Commission (FCC) has articulated specific guidelines emphasizing the difference between these permissible donor and underwriter announcements and commercial advertising. In order to maintain compliance with the Commission’s regulations, WSGM observes the following rules taken from our published "Underwriting Policies and Practices":

Permissible language:

• a value-neutral description of the product/service/initiative
• location, phone number and/or web address for more details about the funder
• brand or trade names that help identify the underwriter, but do not promote
• the underwriter's well-established corporate slogan, identified as such, as long as it complies with other standards

Language that is NOT permissible:

• pricing info (such as "5% interest rates available")
• an inducement to buy, which is promotional by nature (such as "special gift for first fifty callers" or "10% off first order")
• audio jingles, sound effects or pre-recorded creative production elements
• language that speaks directly to the listener (you, your, we, "understood" you, etc.)
• expression of personal views, subjective, comparative or qualitative language (such as "the first name in Fords" or "the best BBQ in town")
• any language comparing your business to that of another or suggesting your business is better than another (such as "award winning" or "recognized by") calls to action ("visit," "call," "go to," "join," etc.)

RATES:

Rates vary. Ask your WSGM Account Executive how to customize a package for your particular marketing needs.