For more information about underwriting, contact Bryan Earl at 435-797-3107 or E-mail him at

Underwriting is a great way to position your company name and image to those people most likely to use your services -- public radio listeners.

• What is Public Radio?

Public Radio is just that-- radio supported by the community, by listeners, corporations and businesses, with a small portion of support from the Corporation for Public Broadcasting. It provides an avenue for the education, entertainment, and enlightenment of listeners across the country.

• What is Underwriting?

It works just like regular advertising except with public radio you're reaching a greater concentration of those listeners most likely to become your customers.

• Underwriting is Non-commercial

Unlike regular advertising, underwriting provides a subtle way to reach your audience. Each announcement is usually less than 15 seconds.

You can promote your business, your locations, your services, your hours of operations, years you've been in business, special events. . . basically, anything you wish, except comparative, price-point-related items.

Businesses that underwrite on public radio are happily surprised with their results, both by the increased business and by the customer comments congratulating them for supporting public radio.

• Reasonable Rates

Underwriting on Utah Public Radio is extremely reasonable. Rates for individual announcements begin as low as $12.00 each or $52.00 per month.

The Development Department of Utah Public Radio will be happy to work with you to design a custom underwriting package that will easily fit within your budget.

• No Production Costs!

There are no added costs to produce your underwriting announcement. All production work is taken care of by Utah Public Radio.

• It Works!

Underwriters work with us directly and through advertising agencies. Underwriters include both non-profit and for-profit clients. Public Radio listeners are a loyal group, who are happy to support the businesses that help support their favorite radio station.

Who listens to Utah Public Radio?

The public radio audience comprises a coveted demographic.

• Demographics

Public Radio listeners are well educated. 60 percent have a college degree compared to the national average of 21 percent.

60 percent are male vs. 40 percent female.

While falling in all age ranges, 71 percent of public radio listeners are in the 25-54 age group. Their age places them in a heavily consuming category, which is often most desired by advertisers. They are, however, highly selective in their media choices, and difficult to reach through traditional advertising vehicles.

Six in every ten listeners are married. One in every three has children younger than 18 at home.

Almost one in every two listeners is employed in professional and managerial occupations (1 8 percent national average).

• Attitudes

Compared to attitudes found in the general population, public radio listeners:

- Have strong work ethics, but not at the expense of family.

- Like to be unconventional.

- Interested in other cultures and technology.

- Are skeptical about regular advertising and more likely to look for quality rather than bargains.

- 85 percent made financial contributions in the past year, with religious organizations receiving the largest share.

• Income

Public Radio listeners are more affluent than the average American. The vast majority are in the $30,000 and above income range, and many are considered upper income. One in three listeners live in households with incomes exceeding $75,000.

Why underwrite Utah Public Radio?

Through underwriting Utah Public Radio, you can communicate your message subtly to the public radio audience in a financial investment which supports Utah Public Radio.

• Tailored Announcements

As an underwriter, you would receive acknowledgment of its support through on-air announcements. These announcements are generally 10 to 15 seconds in length.

• Tax Deductibility

Underwriting on Utah Public Radio is a legitimate, tax-deductible contribution to a non-profit organization, whether drawn from your charitable contributions, advertising, promotion, marketing or public relations budget.

• Clear Recognition

The clarity and quality of the public radio sound are some of our most valued qualities. Because there is no commercial clutter, your message will always stand out.

Your announcements will be heard and remembered by the public radio audience, who support those businesses supporting public radio.

• Reach Your Target Market

Underwriting creates a long term bond with public radio listeners. Utah Public Radio listeners are loyal. By underwriting, you become a part of their daily activities.

Underwriting reaches the market you want: decision makers, opinion leaders, homeowners, and others who are busy and influential people difficult to reach by traditional advertising media.

Radio holds the distinct advantage of being the only medium present wherever the audience is, whether that's in the car, traveling, at work, or at play. Position your message to, customers as they begin their day or as they are traveling to and from work.

Retain your current customers through underwriting. They appreciate your investment in the community and in turn will share their business with you.

• Create a Positive Image

Underwriting can help your business create a positive image through association with quality-the quality that is public radio. This association is the ideal means to create a strong statement about positive corporate values.

Your message and your business will stand apart from the crowd through underwriting. What you have to say to your customers will be clearly heard, and remembered in a very positive light.

• Practice Good Corporate Citizenship

Underwriting on Utah Public Radio demonstrates that you are a good corporate citizen and concerned about the community.

Good will is increased through underwriting Utah Public Radio.

Underwriting enhances the quality of life in your community for your employees, partners, clients, and others.

• Position Through Underwriting

Use underwriting as you would any other marketing vehicle to reposition your services, products or business as a whole.

Utilize underwriting to introduce new services or products in a subtle, upscale manner.

For more information about underwriting, contact Bryan Earl at 435-797-3107 or E-mail him at