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Business, Foundation and Organization Support

Public Radio is Different

WMRA is a listener-supported service of James Madison University in Harrisonburg, Virginia. WMRA’s vision is to be a trusted source of news and information that supports an engaged community.

What listeners won’t find is profit-driven, commercial radio. WMRA is funded entirely by the people it serves: listeners, non-profit organizations, and corporate underwriters, each sharing in the commitment to make this unique non-profit service possible.

WMRA Public Radio informs, connects, and engages communities through journalism, broadcasting and outreach.

WMRA offers:

  • Award-winning news
  • Analysis and commentary
  • In-depth coverage of news and social issues
  • Cultural offerings
  • Entertainment and humor

WMRA Listeners Are:

  • Well-educated
  • Affluent
  • Influential community supporters

Gain Credibility

A study by Jacobs Media identified a phenomenon known as the “Halo Effect,” which revealed that listeners take underwriting messages more seriously. Underwriters are perceived as honest, socially responsible, and providers of a high-quality product.

Underwriting Guidelines

Your message is integrated into WMRA’s regular programming. There is no tune-out factor as with commercial stations. Your organization’s reputation is consistent with the high level of quality listeners have come to expect from WMRA.

WMRA is a non-commercial station, and adherence to FCC underwriting guidelines is required. The station may identify your organization, but cannot “promote” it.

Spot Length

Underwriting announcements (“spots”) are 20 seconds long. Copy is approximately 35 words long, beginning with an identifying message (“support comes from…”) followed by the name of the underwriter.

FCC Guidelines

Spots can include company name, location, telephone number, or website address. Value-neutral descriptions of your products and services. Non-comparative, factual information about your business.

Spots cannot include qualitative, comparative, or promotional language, including but not limited to endorsements or references to awards (e.g., “award-winning service”); calls to action (e.g., “reserve your tickets now”); pricing information (e.g., “complimentary”); or first-person pronouns (e.g., “our company”).

Spots may include your company’s slogan or tagline, as long as it does not violate FCC guidelines.

Sample Underwriting Copy

WMRA is supported by Northwinds Investment Advisors. Helping individuals and families in navigate the investment landscape since 1995. Information at 434-555-1234 or Northwinds Investment dot com.

Programming on WMRA is supported by Anytown Memorial Hospital, a patient-focused comprehensive medical center utilizing technology and clinical experience to encourage wellness. A-t-m-h dot-org.

Support also comes from Tony’s Ristorante, in Anytown for more than 50 years, open Tuesday through Saturday from 4 to 8 for take-out, delivery or patio dining. Reservations and daily specials are on the Tony’s Ristorante Facebook page.

For more information on Program Sponsorship, contact:

  • Connie Dority,  Corporate Support
    dorityca@jmu.edu (540) 568-5327
  • Jeff McMillan, Corporate Support                                                                                  mcmillfd@jmu.edu (540) 568-3577