Public Radio Messaging is Different (and Better)
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Sponsorship messaging on public radio brings with it a different set of rules than traditional advertising. The Federal Communications Commission (FCC) holds public media sponsor messaging to a higher standard than commercial radio ads in order to ensure the integrity of public radio broadcasts.

While that might seem like a limitation, it actually benefits public radio sponsors. The very reason so many listeners tune in to public radio is to get accurate and reliable information. They are looking for facts over commercial hype or cleverness. That credibility benefits your brand!
Benefits of Public Radio Sponsorship
Much Less Clutter
Because WEKU sponsorship messaging is limited to two minutes per hour, your message won't get lost in a sea of commercials. Many commercial stations run longer messages and an average of 16 minutes of commercials per hour.* WEKU also provides product separation so your message doesn't air next to a competitor's message.

Market-Leading Audience
The public radio audience is comprised of thought leaders who are highly educated, have higher incomes and are more culturally diverse. They are more likely to be C-suite, own their own business, be environmentally conscious and donate to causes.

More Engaged and Loyal Audience
WEKU has one of the highest weekly "Time Spent Listening" (TSL) levels in the Lexington Metro market and is the top station for listener loyalty (those who listen solely to one station). That means you don't have to repeat a message as often for it to be heard. In addition, research shows that the public radio audience is both attentive and loyal to public radio sponsors. Eighty-eight percent of listeners hold a higher opinion of sponsors and 75% would choose a public radio sponsor over a commercial sponsor.**

*Insider Radio, "Network Radio Averaged 16 Minutes of Spots per Hour, As Rates Crept Up," Nov 29, 2018.
**Dareni Wellman, How Public Media Drives ROI," Market Engenuity Blog
Tips for Tailoring Your Message

1. Keep it short and sweet
Your message starts with "WEKU is supported by . . ." or "Major support for WEKU comes from . . ." and is limited to 20 seconds. You must include the name of your business or organization, even if what you are promoting is a project or program. Include a brief description of your products or services and way for the listener to learn more.

2. Provide facts
Our listeners are looking for information, not a sales pitch. So keep the description to basic facts. You can't use comparative language ("best," "award-winning") calls to action ("call now," "visit"), pricing information ("free," "on sale now") or personal pronouns ("you," "your").

3. Let us help!
WEKU has experience creating messages that meet FCC guidelines and fit the overall tone of our station's broadcasts. We are happy to craft a message that will meet your goals and our criteria.

Contact
Director of Corporate & Community Support
859.200.2785 mobile