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.
WMRA Public Radio is recognized as an essential, community-supported source of news, information and stories significant to our listeneing area. WMRA offers:
- Award-winning news
- Analysis and commentary
- In-depth coverage of news and social issues
- Cultural offerings
- Entertainment and humor
- Classical, folk and blues music
What listeners won’t find is commercial radio that is profit-driven. 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.
NPR Listeners Are
- Influential community supporters
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.
WMRA is a non-commercial station, and adherence to FCC underwriting guidelines is required. The station may identify your organization, but cannot “promote” it. 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.
Underwriting announcements are 15 seconds long and are preceded by a message (such as “Support for WMRA (or WEMC) comes from...”). The next words MUST be the name of the underwriter. The script may be a maximum of 35 words, as long as it fits within the time limit and follows all FCC guidelines.
Underwriting announcements may include: company name, location, telephone number, or website address; value-neutral description of your products and services, vendor or trade names, and/or non-comparative, factual information about your business.
Underwriting announcements cannot include: qualitative, comparative, or promotional language, including endorsements or references to awards won such as, “Grammy-award winning artist”, “top-selling Ford dealer”, or “best real estate agent in the state”; calls to action or pricing information (including “free”); first and second-person pronouns (“I”, “we”, “you”, etc.)
Your company’s slogan or tagline can be used, as long as it meets the above criteria.
Sample Underwriting Copy
Support for WMRA comes from...
Main Street Ballet Company. Presenting in June, Tchaikovsky's "Swan Lake." Starring guest performer Svetlana Petrova of the Universal Dance Conservatory. Tickets at mainstreetballet dot com.
Jerry's Coffee House. Featuring a variety of fair-trade coffee, tea, and specialty foods. Open seven days a week. More information at 434-555-5555 or jerryscoffeehouse dot net.
The Law Firm of Smith and Avery. A family business serving the Shenandoah Valley for three generations. Smithandavery dot biz.