What is underwriting?

Underwriting is a way of supporting KSU OWL Radio (a non-profit, non-commercial educational radio station) and getting the name of your business heard by WKSU listeners (a wide variety of people).

What’s the difference between advertising and underwriting?

Advertisements are paid announcements in the print, broadcast, or electronic media. Underwriting is a support statement. As a non-commercial educational radio station we are prohibited from airing advertising but we can air underwriting. The major difference between “advertising spots” on commercial stations and “underwriting announcements” on noncommercial stations is an underwriting announcement must have the purpose of “identification only” and its language cannot specifically “bring someone to action,” as do many advertising spots.

So what can underwriters say?

Underwriting announcements are consice and gimmick-free. As a non-commercial radio station, KSU OWL Radio’s underwriting announcements are defined by the FCC and should conform to specific guidelines.

There are three parts of underwriting announcements:

  1. The business name.
  2. A brief description of business or service.
  3. Repeats your business name and gives location or contact information.

What is allowed on the announcement?

  • Value-neutral descriptions of products and services
  • Brand name of products (maximum of 3)
  • Products or services offered or sold (maximum of 3)

What is prohibited on the announcement?

  • Comparisons and endorsements
  • Expression of viewpoints
  • Price or value information (including discounts)
  • Calls to action (”come on down,” for example)

Underwriting Examples

“This hour of broadcasting is brought to you in part by Club Kennesaw. Club Kennesaw provides live entertainment every night. Club Kennesaw is located at the corner of Busbee Parkway and Chastain, and is a proud sponsor of KSU OWL Radio and Kennesaw State University.”

“‘No Rock Left Unturned’ is brought to you in part by Kennesaw Koffee. Featuring of variety of foreign, domestic, and local coffees, Kennesaw Koffee is open seven days a week until midnight. For more information call 555-5555. Kennesaw Koffee is a proud sponsor of KSU OWL Radio.”

2009 Underwriting Rates

Underwriting or financial contributions of any dollar amount will be accepted. Please contact the Vianna (vmmassoud@yahoo.com) for details.