04/19/23

On-Air Underwriting and Web Sponsorship Opportunities

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Table of Contents

How & Why WUNC Works ………….……page 3

Program Schedule…………………………page 4

2009-2010 Rate Card…………….............page 5

2008-2009 Local Direct Package…………page 6

Copy Guidelines……………………...........pages 7 & 8

WUNC.ORG Web Sponsorship……….….page 9

WUNC.ORG Sponsors List ………………page 10

Bringing the World Home to You…………page 11

Next Steps………………………………… page 12

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How and Why WUNC Radio’sNon-commercial Format and

Local Programming Delivers Results!

• WUNC Radio limits the number of sponsors and the number of messages per hour/program. Traditional advertising is written in an attempt to cut through clutter. On WUNC, there isn't any clutter - the audience responds to the straightforward information of the sponsor’s message

• WUNC Radio typically airs 2-3 minutes (9-12 units) of underwriting credits per hour; commercial stations are reported to air 16-26 minutes of commercials per hour, with individual breaks as long as 8 minutes

• A sponsor’s underwriting message has a greater impact because of the "warm and fuzzy" feeling listeners have for the sponsor because they are supporting WUNC Radio…their radio station

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Program ScheduleAs of January 2010

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Rate Card: Cost Per Announcement AiredEffective July 1, 2009

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Local Business Weekly PackagesEffective July 1, 2008

Net Rate

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Underwriting Guidelines

These guidelines seek to preserve the non-commercial nature of North Carolina Public Radio-WUNC. We are governed by regulations and policies pertaining to non-commercial broadcasts adopted by the Federal Communications Commission and the Corporation for Public Broadcasting. In addition, our listeners value this characteristic as part of what makes public radio unique in sound and substance. It is critical that, in addition to providing exceptional programming, we maintain a non-commercial, uncluttered and intelligent environment, keep listeners engaged during breaks and air underwriting announcements in keeping with our programming values, as well as with FCC requirements. Your underwriting support represents a partnership between your organization and WUNC, and demonstrates your commitment to community service and quality programming.

An announcement must identify, but may not promote, the underwriter, its services, facilities or products. It may not express the underwriter’s views on any matter of public interest or importance. It may not support or oppose any political candidate. And it must be scheduled so as not to interrupt a station’s programs. In addition to these legal requirements, underwriting announcements must be in keeping with the non-commercial nature of our station. To maintain the consistency of our sound, all messages are live reads or are prerecorded by a station voice.

The length of the announcement may not exceed 24 words plus the name of the business or organization. Each word in a web address counts as one word including “dot”. A telephone number counts as three words.

WUNC Underwriting Announcements may:Describe your business.Identify facilities, services, products or product lines (no more than a total of three mentions per announcement).Describe your organization’s mission. In some cases, this may be the mission statement. However, if the language of a mission statement conflicts with the station policies outlined above, we will suggest alternative wording describing your organization’s mission.Inform the public of events you sponsor.Include a corporate slogan, as long as is meets guidelines and is not promotional.Include a street address and a web address or telephone number.Indicate the number of years you have been in business.Include the name of a non-profit organization you support, although it must be clear that you are providing the funding for the announcement, and the announcement cannot describe the activities of the sponsored non-profit organization.

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WUNC Underwriting Announcements may NOT include:Qualitative language (e.g., award winning, leading, Pulitzer Prize Winner, etc.) or state facts that cannot be proven.Comparative language (e.g., better, best, oldest, largest, etc.)A call to action (“Visit our store…”Call xxx…etc.)An inducement to buy, sell, rent or lease.References to price or value.Personal pronouns (you, yours, we, ours, etc.)Contain language advocating political, religious or social causes.Contain dramatic, shocking or disturbing language.

Advocacy GroupsUnderwriting by organizations that, as their primary business, seek to influence matters of public concern, either through public outreach on a matter or through affecting the legislative process, is permitted under appropriate circumstances and under appropriate conditions. Underwriting by such groups will be taken on a case-by-case basis, applying a reasonable listener standard. While there is no prohibition in these rules against underwriting by advocacy groups, in no circumstances will the language of an underwriting announcement express an opinion on matters of public concern or otherwise advocate positions on controversial matters. All announcements are subject to approval by WUNC’s station management and/or legal counsel.

Religiously Affiliated OrganizationsUnderwriting by churches or other religiously affiliated groups is acceptable. However, given that most listeners will be of different religions, care should be given to ensure that underwriting messages are appropriate to the context of public radio, consistent with our publicly-supported mission and funding profile, and not unacceptable to those listeners who may not share the underwriters’ religious perspective. A reasonable listener test will be applied under these circumstances. The previous rule concerning advocacy groups would also apply to these organizations. In addition, this rule prohibits proselytizing language or other language intended to draw distinctions between different religions.

Lotteries and CasinosUnderwriting by lotteries or casinos that identifies or describes their gambling activity is not permitted. Language that identifies a casino as a concert venue would be acceptable.

Editorial ControlAs a publicly funded station, WUNC exercises absolute editorial control over underwriting announcement copy and reserves the right to edit copy to conform to station and FCC guidelines.

Underwriting Guidelines Continued…

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WUNC.ORG OFFERS Online INTERACTION!

(Limited Availability)

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The Company you keep as a Sponsor of WUNC.ORG!

• The Irregardless Café• Edward McKay Used Books• Whole Foods• Riverview Furniture• Burlington Honda• Cedar Creek Gallery• Guilford College• Small Wanders• Playmakers Repertory Company• Moon Glow Entertainment• Blue Water Spa• Triad Volvo• The Friday Center• Michael Law, M.D.

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Bringing the World Home to You…

With over 30 years of quality service to the Triangle and surrounding areas, WUNC Radio firmly holds the respect and loyalty of our community. A relationship with WUNC is also a relationship with our listeners/website visitors, who are influential, well-traveled and educated. By supporting WUNC your clients can reach these Triangle decision makers and be part of the reason WUNC is the most trusted and listened to station in the area.

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Next Steps for Becoming an Underwriter on WUNC!

• Discuss any questions you may have about this information with your WUNC Corporate Support Associate

• Consider what you would like to say in your message and the dates you would like to be on-air

• Consider your available budget so that we can work with you to create the MOST impactful schedule possible

• Let your Corporate Support Associate know a good time to follow-up with you - remember that we will need a minimum of three full business days to get your announcements on-air

Thank you for your support of WUNC Public Radio!