Public radio uses the term underwriting instead of advertising. Since WCBE is a non-profit, non-commercial radio station, we fall under a different set of guidelines that govern how we operate. As a program underwriter, informative and concise announcements
recognize your business at times when the people you want to reach are
listening. People will remember and appreciate you for your part in
bringing exceptional programming to the airwaves.
What We Can Say About You
- The name of your business
- The location
and phone number where our listeners
can reach you
- Audio logo-grams or slogans that identify and do
not promote
- Value-neutral descriptions
of products or services
- Brand and trade names of product or service
listings that do not include qualitative or comparative language
What Can’t Be Said
- Pricing information
such as "tickets are $15 at the door"
- Calls to action,
such as "stop by our store"
- Talking directly to the listener
- Inducements to purchase such as "six months; free service"
- Qualitative or comparative language such as
"your #1 choice for steaks" or "better service than
Smith's"
- Subjective language such as “easy to understand”
or “providing clear direction in confusing times”
- Music or sound-bites (all scripts are read by
station personnel)
We Can Help Your Business
While we are subject to stricter
rules for business underwriting messages than a commercial radio station, chances are that we can say what you want us to.
We just may not be able to use some of the words you might first think of. We
know the rules, and we can work with you to get your message out.
Tell us what you want to say - not in specific words, but in broad terms. Then
let us work out the details. We'll get your message out, and our listeners will
appreciate the fact that you support WCBE without the invasiveness of
traditional advertising.
Copy Length
A fifteen second message uses between 40 and 45 words. A twenty-five second message uses between 75 and 80 words. This is the number of spoken words -- so a
street address and phone number each
count in words as the quantity of numbers they have (so, for example, a typical
phone number counts as seven words).
:15 Second Example: Programming on WCBE, is funded by Jack Seibert Goldsmith Jeweler, at 1741 West Lane Avenue
in Upper Arlington. Jack Seibert features a collection of custom
designed jewelry including bracelets, necklaces, rings and ideal-cut
diamonds. More information is available at 486-4653.
:25 Second Example: Jack
Seibert Goldsmith Jeweler brings you All Things Considered, on WCBE. Jack Seibert
features a collection of custom designed jewelry – both
contemporary and traditional, including bracelets, necklaces, rings
and ideal-cut diamonds. Holiday hours and more information are
available by calling Jack Seibert Goldsmith
Jeweler
at 486-4653. These gifts may also be seen in person at Jack Seibert
Goldsmith Jeweler at 1741 West Lane Avenue in Upper Arlington.
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