On-Air Underwriting

What is Underwriting?

WORT is a non-commercial community radio station supported by contributions and not by advertising. When you make a business contribution, your support is acknowledged on air; this is called underwriting.

Why Underwrite at WORT?

• WORT reaches over 30,000 avid listeners in southern Wisconsin and northern Illinois.
• Underwriting will enhance your image as a participant in and supporter of the community.
• Our listeners are loyal to businesses that show support for community radio.
• Underwriting support is tax-deductible as advertising expense.
• Any donation includes a printed mention in WORT’s tri-annual newsletter, The Radio Pilot.
• Donors are also listed on our Underwriter’s Page at www.wortfm.org with a link to your site.
• By placing your Underwriter Display Tile on our website, you gain exposure to thousands of listeners who will see your business logo, and who can reach your website with a simple click.

FCC Underwriting Guidelines

Underwriting Acknowledgements may Include:

• Business/organization name
• Address, phone number and/or website
• Listing and value-neutral description of up to 3 products and/or services
• Business/organization’s special event info: date, time, location, and description
• Established, non-promotional business slogan

Underwriting acknowledgements must be 20 seconds or less in length. Underwriting acknowledgements may not include references to sales or prices; inducements; incentives; calls to action (“go to…”, “come on out…”); comparative language (better, best, more complete); quantitative language (most, largest, complete); or qualitative language (great, excellent, awesome).

The station will work with you directly to compose the message listeners will hear, and to choose the times and programs on which it will air. Note: WORT does not air any announcement more frequently than once every three hours. This maintains WORT’s intent to not sound like commercial or public radio.

Current WORT Underwriters Include

For more information on Business Underwriting, or other ways to support WORT and gain some great exposure for your business, contact Doug Holtz, Business Development Director, at wortbiz@wortfm.org or by calling (608) 256-2001.