Underwriting Questions & Answers
Q: What is underwriting?
Underwriting is a way of supporting KWQR Radio (a non-profit,
non-commercial radio station) and getting the name of your
business heard by KWQR listeners (a wide variety of people).
Q: What’s the difference between advertising and underwriting?
Advertisments are paid announcements in the print, broadcast, or
electronic media. Underwriting is a support statement. As a
non-commercial educational radio station we are prohibited from airing
advertising but we can air underwriting. The major difference between
“advertising spots” on commercial stations and “underwriting
announcements” on noncommercial stations is an underwriting
announcement must have the purpose of “identification only” and its
language cannot specifically “bring someone to action,” as do many
Q: So what can underwriters say?
Underwriting announcements are consice and gimmick-free. As a
non-commercial radio station, KWQR Radio’s underwriting
announcements are defined by the FCC and should conform to specific
There are three parts of underwriting announcements:
1. The business name.
2. A brief description of business or service.
3. Repeats your business name and gives location or contact information.
Q: What is allowed on the announcement?
• Value-neutral descriptions of products and services
• Brand name of products (maximum of 3)
• Products or services offered or sold (maximum of 3)
Q: What is prohibited on the announcement?
• Comparisons and endorsements
• Expression of viewpoints
• Price or value information (including discounts)
• Calls to action (”come on down,” for example)
“This hour of music is brought to you by Tommy’s. Tommy’s provides entertainment every night. Tommy’s is located in the basement of The Umbrella Student Center and is a proud sponsor of KWQR Radio.”
Underwriting of financial contributions of any dollar amount will be accepted. Please contact firstname.lastname@example.org details or to donate.
$100 a month to sponsor an hour of music for said month.
$100 a month to sponsor the 12PM hour of music for that entire month.