What is Underwriting?

What is Underwriting?
The financial support of public television or radio by businesses, associations, and nonprofit organizations is
called underwriting. Portions of your support may be tax deductible; please consult your tax advisor for details.
By law, WKAR is required to acknowledge the financial support on the air with announcements (or “credits”) which
are customized to the specific business or organization. The frequency, number and scheduling of the
announcements depends upon the client’s level of financial support.
Underwriting on WKAR radio and/or TV helps fund quality programming that can only be found on public
broadcasting. As an underwriter, you’ll combine the benefits of advertising with sound public relations.
You are partnering with a valuable cultural and community resource as well as demonstrating your
commitment to the mid-Michigan community.
About WKAR
WKAR is the public broadcasting station of mid-Michigan. Licensed through Michigan State University, WKAR is
a television member station of PBS and radio member station of NPR. WKAR is a nonprofit organization serving
as a public resource for education, information, and entertainment and our commercial-free broadcasts maintain a
pristine environment that listeners and viewers greatly appreciate. WKAR first began broadcasting AM radio on
May 13, 1922 (AM 870), launched our FM station on October 4, 1948 (90.5 FM), and had our first television
broadcast on January 15, 1954 (WMSB channel 23, at the time).
NPR is an internationally acclaimed producer and distributor of noncommercial news, talk, and
entertainment programming. A privately supported, nonprofit membership organization, NPR
serves a growing audience of 26 million Americans each week in partnership with more than 860 independently
operated, noncommercial public radio stations. Each NPR Member Station serves local listeners with a distinctive
combination of national and local programming.
NPR produces and distributes more than 130 hours of original programming each week, and local NPR stations
also broadcast many programs which are produced by stations and other radio networks.
PBS is a media enterprise that serves a network of 355 public noncommercial television stations and
reaches more than 75 million people each week through on-air and online content. Bringing diverse
viewpoints to television and the Internet, PBS provides high-quality documentary and dramatic
entertainment, and consistently dominates the most prestigious award competitions. PBS is a leading provider of
educational materials for K-12 teachers and offers a broad array of other educational services.
In addition to radio and television broadcasts, WKAR offers community programs like our Radio Talking Book and
Ready To Learn services. Radio Talking Book (RTB) is a sub-channel of our FM frequency only
accessible on special receivers which WKAR pays for and distributes free to the visually
impaired. Each day, volunteers from the community come into our RTB studios to
read news from local papers to those unable to read it themselves. Ready To
Learn (RTL) was launched by WKAR in 1996, and since then has held 4,411
workshops which have trained 30,140 parents and professionals in the core values
of the service. As a result, RTL has reached 65,306 children and their families.
WKAR AM/FM/TV
212 Communication Arts Building, MSU
East Lansing, MI 48824-1212
517-432-3120
TV Schedule and Rates
TIME
SUNDAY
MONDAY – FRIDAY
SATURDAY
8:00a
TIME
8:00a
11:30a
12:00p
6:00p
6:00p
7:00p
7:00p
8:00p
8:00p
11:00p
11:00p
DAYPART
DESCRIPTION
1-50sp
51-100sp
101+sp
Daytime and
Weekend Morning
Award-winning PBS Kids’ programming
$35
$30
$25
Weekend Daytime
and Late Evening
Travel, cooking, leisure, WKAR-produced
original series, and reporting
$45
$40
$35
Early Fringe News
Programming
Some of the most-respected, unbiased
news/views programming
$65
$55
$45
Primetime
Top-notch, award-winning regular series with
topical and influential specials
$90
$75
$60
WKAR AM/FM/TV
212 Communication Arts Building, MSU
East Lansing, MI 48824-1212
517-432-3120
Special Programming Rates
PROGRAM
Run of Schedule
(8:00am-Midnight)
DESCRIPTION
1-50sp
51-100sp
101+sp
Antiques Roadshow is WKAR’s most-watched
program in the schedule. Reach a unique,
broad audience with sponsorship on one of
the most-popular PBS programs ever. Airs
Monday and Saturday evenings at 8:00pm.
$105
$90
$75
Reach all demographic segments on WKAR
TV through a broad rotator that will reach
educated Baby Boomers, seniors, mothers,
business decision-makers, and caretakers.
$60
$50
$40
WKAR-Produced Program Rates
PROGRAM
DESCRIPTION
ANNUAL
INDIVIDUAL
Weekly coverage of the governor's office, the
state legislature, the political campaign trail,
and state government - delivering insightful,
fast-paced and informative commentary and
analysis. Getting the inside out.
$18,000
(52+ programs)
Statewide
Production Copy
$180
(2 spots)
Local Only
Quiz show featuring some of the brightest
high-school minds from around the state as
they answer questions in a season-long
tournament to compete for a championship
and a chance to win scholarships to MSU.
$10,000
(64 programs)
Production Copy
$90
(2 spots)
Local Only
Quiz show spinoff of QuizBusters featuring
some of the brightest middle-school minds
from the mid-Michigan area.
$2,000
(13 programs)
Production Copy
$90
(2 spots)
Local Only
Bringing viewers behind the scenes for a
unique experience with talented musical
guests. The series combines performance
footage with interviews and rehearsal footage
interspersed to give you a rare look into the
inspiration and stories behind the music.
$15,000
(7+ programs)
Statewide/
Nationwide
Production Copy
$2,500
(1 program)
Statewide/
Nationwide
Production Copy
“Viewers can count on WKAR for top-notch programming that
ranges from locally produced favorites – such as QuizBusters and
Off The Record to ground-breaking documentaries, such as The
Civil War. Consumers Energy is proud to support WKAR because it
enriches the lives of the same families that we serve.”
WKAR AM/FM/TV
212 Communication Arts Building, MSU
East Lansing, MI 48824-1212
517-432-3120
-Carolyn Bloodworth
Secretary/Treasurer
Consumers Energy Foundation
TV Multi-Casting Rates
CHANNEL
DESCRIPTION
1-50sp
51-100sp
101+sp
A dynamic new channel that spotlights
television's most popular how-to, cooking, arts
and crafts, gardening and travel series.
$22
$20
$18
Explore all facets of our world, from history
and geography to documentary and public
affairs.
$22
$20
$18
“What a pleasure to be able to support
public radio and television, as well as
promote our Gallery, through
underwriting. The support of public
broadcasting is the only form of
advertising that customers actually thank
us for. We began underwriting before the
Gallery opened, because we see WKAR
as vital to our community.”
-Tom and Linda Dufelmeier
Owners, Mackerel Sky Gallery
“We are convinced that underwriting with WKAR may be the
only win/win opportunity in the mid-Michigan area. Unlike
many venues, the support of public television gets the word out
about our company values, defines and reminds our target,
gives us wonderful feedback from the community and
serendipitously helps our PBS station continue its outstanding
work in unfettered journalism, excellent programming, and
community outreach. It is such a privilege to be considered
worthy by one of our heroes – WKAR and public television.”
-Kate McNenly
CEO, McNenly Group
WKAR TV Coverage Map
WKAR 23
“Rossman Public Relations has
had the privilege of
underwriting Off The Record
for more than 10 years and we
continue to reap wonderful
benefits. We’ve been thanked
by people who know our name
simply because it opens and
closes their favorite show. We
reach our target audiences
every single week – with more
credibility than any paid ad
could ever get us. And we
help keep great programming
on the air throughout
Michigan.”
-Kelly Rossman-McKinney
CEO, Rossman Public
Relations
WKAR AM/FM/TV
212 Communication Arts Building, MSU
East Lansing, MI 48824-1212
517-432-3120
WKAR FM Weekday Schedule with Rates
PROGRAM
MONDAY – FRIDAY
1-50 spots
51-100 spots
101+ spots
5:00am-6:00am
$38
$34
$31
DRIVE TIME
6:00am-8:30am
$47
$42
$38
8:30am-9:00am
$38
$34
$31
Classical Music
9:00am-4:00pm
$32
$29
$26
NPR News Breaks
10:06am, 12:06pm, 3:06pm
$37
$33
$30
4:00pm-4:30pm
$38
$34
$31
DRIVE TIME
4:30pm-6:00pm
$47
$42
$38
6:00pm-7:00pm
$38
$34
$31
8:00pm-Midnight
$32
$29
$26
Classical Music
“WKAR’s intelligent programming is appreciated by our membership. Members encourage our support of
public broadcasts. We pride ourselves in identifying and supporting events and organizations that enrich
our members’ lives. Certainly, WKAR contribute to the positive lifestyle enjoyed by the citizens of the
Greater Lansing-area and mid-Michigan.”
-Patrick McPharlin
President/CEO MSU Federal Credit Union
FM SPECIALTY CATEGORIES
Support local news programming with a 7-second spot.
5 spots/week available - at 4pm or 5pm Monday thru Friday.
“Support for local news on WKAR is provided by XYZ Company.”
TIME
RATE
4:04pm
$2,300/26wk - $4,000/52wk
5:04pm
$2,800/26wk - $4,800/52wk
If preferred, WKAR offers the option for you to select an exact day and time within
our daily broadcast for your underwriting spot(s) to air.
Cultural Service Announcements (CSA) – airing during daytime classical
WKAR AM/FM/TV
212 Communication Arts Building, MSU
East Lansing, MI 48824-1212
517-432-3120
Daypart rate plus 15%
$40/spot
FM Weekend Rates
PROGRAM/CATEGORY
Classical Music
Jazz till Midnight,Celtic Connections, A Folk Sampler, The Folk
Tradition, Car Talk, Weekend Edition, All Things Considered, Thistle
and Shamrock
1-50sp
51-100sp
101+sp
$32
$29
$26
$95
$80
$70
$38
$34
$31
1-50sp
51-100sp
101+sp
$27
$23
$20
$25
$21
$18
AM Rates
PROGRAM/CATEGORY
All other AM programming
Radio Coverage Maps
WKAR 90.5 FM
WKAR AM 870
Local Coverage: Within this area, you should be able to receive the radio station on almost any radio with moderately good to very good
reception.
Distant Coverage: Within this area, the signal of the radio station may be weak unless you have a good car radio or a good stereo with a
good antenna. You may not be able to receive the station at all on walkmans or other portable radios.
Fringe Coverage: Within this area, the station's signal will be very weak. You may be able to receive this station if you have a very good
radio with a good antenna, but it's possible that interference from other stations may prevent you from picking up these stations at all.
WKAR AM/FM/TV
212 Communication Arts Building, MSU
East Lansing, MI 48824-1212
517-432-3120
WKAR.org
Secure a premium sponsorship badge on the
WKAR.org homepage averaging between
26,000 to 28,000 hits per month. In rotation
with no more than 2 other sponsors at a time,
your message is seen in a very visible spot on
a popular information site.
WKAR.org HOMEPAGE
12 months
$960
($80/mo)
6 months
$540
($90/mo)
3 months
$300
($100/mo)
WKAR FM STREAM
Sponsor the WKAR FM
stream where your message
is heard by people listening
anywhere in the world.
3 months
$1,000
WKAR AM STREAM
Sponsor the WKAR AM
stream where your message
is heard by people listening
anywhere in the world.
3 months
WKAR AM/FM/TV
212 Communication Arts Building, MSU
East Lansing, MI 48824-1212
517-432-3120
$700
Underwriting Credit Guidelines
General Guidelines:
• Spots are a maximum of 15 seconds on radio and are either read live or prerecorded by WKAR staff.
They may not contain music beds or sound effects. (Cultural Service Announcement (CSA) spots are the
exception and may extend to 30 seconds in length).
• Spots are 15 seconds or, for a premium price, 30 seconds on TV. WKAR can produce TV spots freeof-charge in most instances utilizing logos, images and/or video provided by the underwriter.
• A business, service or event may be described in value neutral terms that avoid comparative or
qualitative claims, superlative descriptions or promotional language.
o Examples include: “expert”, “finest”, “leader”, "best", "greatest", "most reliable”, etc.
• The credit may not contain calls-to-action or solicitation of direct consumer response.
o Examples include: “call today”, “stop in”, “give it a try”
• Price or value information is not allowed.
• The physical location of a business (city, area, town, or cross streets) and phone numbers or web site
addresses may be included.
• Established corporate identifiers or corporate positioning statements may be allowable. Slogans coined
for specific marketing campaigns are not allowable.
FCC Determinations:
Acknowledgements may be made for identification purposes only and should not promote the contributor's
products, services, or company. For example, logos or logograms used by corporations or businesses are
permitted so long as they do not contain comparative or qualitative descriptions of the donor's products or
services.
Similarly, company slogans which contain general product-line descriptions are acceptable if not
designed to be promotional in nature. Visual depictions of specific products are permissible. The inclusion of a
telephone number or world-wide-web address in an acknowledgement is within these general guidelines and, is
therefore permissible.
Several examples of announcements that would clearly violate the rule may be helpful:
• Announcements containing price information are not permissible. This would include any
announcement of interest rate information or other indication of savings or value associated with the
product. An example of such an announcement is:
o "7.7% interest rate available now."
• Announcements containing a call to action are not permissible. Examples of such announcements
are:
o "Stop by our showroom to see a model";
o "Try product X next time you buy oil."
• Announcements containing an inducement to buy, sell, rent, or lease are not permissible.
Examples of such announcements are:
o "Six months' free service";
o "A bonus available this week";
o "Special gift for the first 50 visitors."
The FCC relies on the good faith determinations of public broadcasters in interpreting its non-commercialization
guidelines.
*Section 399B of the Federal Communications Act of 1934 and Sections 73.503(d) and 73.503(e), FCC 2d 255 (1994).
WKAR AM/FM/TV
212 Communication Arts Building, MSU
East Lansing, MI 48824-1212
517-432-3120