Underwriting Options

Southwest Public Radio | SWPR uses the term underwriting instead of advertising. Because Southwest Public Radio | SWPR operates as a nonprofit, 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.

So, what are the rules and guidelines and what can we say about your business?

  • 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 not be said?

  • Pricing information
  • Calls to action
  • Talking directly to the listener
  • Inducements to purchase
  • Qualitative or comparative language
  • Subjective language
  • Music or sound-bites | all scripts are read by station personnel

We Can Help Your Business

While Southwest Public Radio | SWPR is subject to stricter rules for business underwriting messages than commercial radio stations, in most cases we can say what you want us to. We just may not be able to use some of the words you might at first think of. And because we know the rules, we can work with you to get your message out.

So, tell us, in broad terms, what you want to say. Then let our copy editors work out the details. We’ll get your message out, and our listeners will appreciate the fact that you support Southwest Public Radio | SWPR without the invasiveness of traditional broadcast advertising.

Key Considerations

  • Keep it clear: State who you are, what you do, and where listeners can learn more.
  • Focus on features – the direct approach: Instead of “fast and safe,” say “240 horsepower and side-curtain airbags.”
  • Reference current creative: Established, non-promotional slogans are allowed and broader themes often emerge from existing ad creative and available radio commercials
  • Acknowledge the environment: Where possible, underscore alignment with the core values of Sourthwest Public Radio | SWPR listeners.

Network campaigns

  • Sponsorship copy is up to 15 seconds (not including standard opening phrase)
  • Copy may be faxed or emailed to your Southwest Public Radio | SWPR sales representative
  • Written copy must be submitted with as much lead time as possible before airdate (no pre-produced creative)

Regional or local campaigns

  • Max copy length is 10 or 15 seconds, depending on the local stations’ policy
  • Stations need copy in advance, usually 2–4 business days before scheduled flight
  • Copy may be faxed or emailed to your Southwest Public Radio | SWPR sales representative

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. For example,  a typical phone number counts as seven words.


A 15 Second Example

  • Programming on Southwest Public Radio | SWPR, is funded by Raul Nader, Lawyer, at 13151 West Maricopa Avenue in Chandler, Arizona. Raul Nader helps in understanding the law.  More information is available at XXX 626 9988.

A 25 Second Example

  • Raul Nader, Lawyer brings you Sunrise, on Southwest Public Radio | SWPR. Raul Nader helps in understanding the complexities of the law – when the law is too complex to understand. More information is available by calling Raul Nader at XXX XXX 9988 or visit the Raul Nader Law-office at 13151 West Maricopa Avenue in Chandler, Arizona.

For more information about underwriting or sponsoring a program on Southwest Public Radio, please contact Shaun Mehr at Sunvalley Communication, LLC.

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