Why Corporate Support (Underwriting) on Public Radio Is Such A Good Idea

By Kevin Donohue
President, KFD Media
www.kfdmedia.com
The Business Monthly-April 2005, pp 22

Underwriting on Public Radio represents a unique opportunity for both the for-profit business and nonprofit organization to enhance their corporate images while demonstrating a commitment to the community. Public Radio underwriters connect with specific target markets while aligning themselves with excellent, popular and trusted programming such as Car Talk, Morning Edition, Prairie Home Companion and Fresh Air. Here’s a few good reasons why this is so.
Public Radio Has Grown: Over the last 20 years public radio’s audience has grown to reach almost 30 million listeners per week. In the last ten years, in the era of governmental deregulation of broadcasting and consolidation of ownership of media, public radio and TV offers a refreshing alternative to the often mind numbing assault of commercials, nonsensical jingles, annoying morning zoo DJ’s and obscene shock jocks. Public radio listeners and (PTV viewers) are a unique and desirable group who are just not being served thru the traditional commercial media.
Public Radio Offers A Clutter-Free Environment and Top of Mind Awareness For Your Message: Underwriting announcements are not commercials. They are acknowledgements of support from entities for Public Radio & TV. Because your message is integrated into Public Radio & TV’s regular programming, there is very little tune-out factor. Public Radio listeners regard underwriting announcements as a statement of character from a company that supports public radio-just like they do with their listener support.
The Public Radio Audience Is Made Up of the “Three B”s; Baby Boomers with Brains and Lots of Bucks: Public Radio audiences comprises the affluent, influential, highly educated (57% are college grads), well-traveled, intellectually curious people who are intensely loyal to public radio. They also listen almost eight hours a week to unique programming (NPR News, Classical, Jazz, Alternative) not found on the commercial band. That means weekly there are thousands of opportunities for public radio listeners to hear your message. Retailers please note, this group also has over 10 Billion dollars in annual spending power. A group not being reached by traditional commercial media!
Public Radio and TV Complements Your Current Marketing Plan: About 70% of public radio/TV listeners/viewers say a business' support of public radio positively influences their decision to purchase that company's products and services. As an integral part of your media mix, Public Radio/TV is a highly targeted and cost-effective complement to your promotional plan.
Public Radio and TV Enhances Your Corporate Image: Every underwriting announcement on Public Radio and TV reaches into the homes, automobiles and offices of consumer, civic and business decision-makers. An association with Public Radio/TV identifies your company as a civic and community-minded organization with an interest in the public good that goes beyond simply selling a produce or service.
KFD Media helps local companies and non-profits harness the power of public radio and TV. They will work with your company to plan an effective underwriting strategy and explore intelligent partnering opportunities. Kevin Donohue, President of KFD Media, was most recently underwriting manager at WYPR-NPR in Baltimore for 10 years. He has a total of 32 years of broadcast experience in commercial radio and TV and public radio. Kevin can be reached at 410-884-4220.