Underwriting

What is Underwriting?

Underwriting is a way that the Federal Communications Commission (FCC) permits Non-commercial radio stations (such as KRUA) to receive funding through means of community sponsorship. Though Non-commercial stations are not permitted to necessarily “sell” their airwaves commercially, they are permitted to offer themselves for sponsorship, in exchange for financial assistance to help keep their programming on the air. Some other examples of Non-commercial, Underwritten radio you might know are  National Public Radio or Public Radio International. Basically, groups whose purpose is to be a resource to the community, and not just for entertainment.

Click the image below to download a PDF file with full Underwriting details:

What can Underwriting do for your business?

Sponsoring KRUA gives your business a unique opportunity. While so many local businesses spend hundreds if not thousands of dollars for commercial radio advertisement, your business can be exposed to the Non-commercial airwaves of Anchorage college radio for far less cost. These airwaves are untouched by businesses, and underwriting itself is a brand new opportunity for the Alaskan college radio market.

With such a fresh idea, businesses can be represented in a noncompetitive manner, finding equal promotional value on prime KRUA airtime (morning and afternoon drive time, for example) without the fuss and muss of an over-flooded commercial radio market.

National Arbitron research has shown that, with KRUA, listeners tend to keep listening for longer periods of time than they do with any other radio stations. Listeners also tend to be younger. This can be attributed to KRUA’s diverse choices in music and programming; where as Commercial stations tend to play the same select programming over and over again while focusing on an older audience.

As the college radio station of Anchorage, students tune in to KRUA every single day to hear what’s new and exciting on their airwaves. From our main studios on UAA campus, to our transmitter in Eagle River, our radio station covers a wide range of Alaskas South Central region. Any sponsor associated with KRUA would be exposed to such a wide range of listenership that spans that region of broadcast, allowing your business to be more accessible to more people at any given time.

What is KRUA?

KRUA is an award winning, Non-Commercial Educational Radio Station based at the University of Alaska Anchorage. Since 1992, KRUA has worked to provide the college community of Alaska with the opportunity to not only gain the skills of radio broadcast, but to have a unique creative outlet as well.
KRUA functions on 2 levels: A small core group of student staff and a massive collection of UAA and Anchorage community volunteers. These two levels of operation help bring the highest quality of college radio to the Alaska airwaves.

Underwriting Rate & Spot breakdown

KRUA breaks down its Underwriting opportunities into 3 distinct packages: Exclusive sponsorship, Station
sponsorship and Events Sponsorship. These packages breakdown the amount of air time-per dollar that
you spend on your Underwriting sponsorship. Each package is also allotted a certain number of spots
(airtime) per week. These spots are scheduled to air during morning and afternoon prime hours, really to
maximize the exposure of your sponsorship. KRUA currently does not offer sponsorship hours for anytime
between 9pm to 6am.

Exclusive Sponsorship Package per spot (p/s)

Spots Breakdown: 2 spots per hour. Max of 4 spots per
week. Spots will air during the alotted show-time.

Exclusive Sponsorship:
Exclusive sponsorship allows you to sponsor a particular
program that KRUA offers the public. These shows
are the products of long hours in KRUA’s studios, either
from collaboration or from a solo-production effort.
Spots sponsored are provided on a show-by-show
episode basis.

Station Sponsorship Package

Spots Breakdown: 5 spots per week per package

Station Sponsorship:
Station sponsorship lets you sponsor KRUA as a whole,
helping it stay on the airwaves and continue to bring
great college radio to Alaska.
Spots sponsored are provided on a day-by-day, week
by week basis.

Events Sponsorship Package

Spots Breakdown: 2 weeks-1 month pkg: 7 spots per week

Events Sponsorship:
Sponsors with a particular event/ program that’s fast
approaching can appreciate the Events sponsorship
package. It allows KRUA to provide Underwriting airtime
for particular events anywhere from one month to
one week in advance of your program.
Spots are played throughout the week, KRUA affording
more airtime to your event the further in advance you
book your sponsorship. 

KRUA Underwriting Policy

Due to FCC regulations of non-commercial airwaves there are several rules we must abide by in any underwriting announcement. The following is a brief description of what can and cannot be used:

Any or all of the following may be used in acknowledgement copy:
•Telephone number, email address, web site and location of business or area served.
•Days of operation
•A listing of up three (3) products or services
•Product origin “Belgian Waffles” or “French Bread”
•Intended use of product, “Men’s Suits” or “Breakfast, Lunch and Dinner”
•Product content, “Silk Blouses” “Leather Shoes”
•Form of delivery, or method of preparation, “made from grapes” or “cooked with herbs’’.

None of the following may be used in acknowledgement copy:
•Qualitative language, (handcrafted; homemade; great; wonderful)
•Comparative language, (better; most)
•“Calls to Action” (call today, come by)
•Location of business using another business as a reference, (located next to or near by)
•Number of years in business (serving the community for over 20 years)
•First person statements, (I urge you…)
•Second person statements, (you can stop by…)

Other notes on KRUA Underwriting
•Corporate non-promotional slogans may be used in underwriting
acknowledgements if they are in well-established use by the business and the
wording stays within the spirit of these guidelines and FCC regulations.
•All underwriting copy, including corporate slogans, is subject to approval of
the Station Manager of KRUA 88.1FM.
•Financial support does not in any way imply that sponsors may influence program
content or programming decisions.

Examples of KRUA Underwriting spots can be found below:

Boscos Comics, Cards & Games

Alaska Calibration, Inc.

 If your interested in being a sponsor or  learning more about our Underwriting Department give us a call at 907-786-6803 or email us at KRUAUNDERWRITING@gmail.com