Underwriting -- A Mutually Beneficial Partnership

Guidelines | Rates | Sample Packages | Program Grid (.pdf)

North Country Public Radio has been broadcasting in the public interest since 1968. Thousands of listeners rely on NCPR to deliver their daily dose of regional and national news; political, environmental and educational on-air discussions and call-in programs; as well as a diverse offering of music and other entertainment programming. North Country Public Radio continues to derive the great majority of its annual revenue from private sector support. Astute business people throughout our broadcast region recognize North Country Public Radio as an uncommon, cost-effective, and lucrative underwriting investment. 

Underwriting presents an opportunity for business people to actively and publicly lend their financial support of North Country Public Radio before an audience of well-traveled, well-educated individuals, many of whom hold managerial positions and enhanced personal spending power. This is a market of individuals who think, care, and spend. No other media source reaches homes and businesses throughout our broadcast region — virtually the entire northern tier of New York State, western Vermont, and Southern Ontario and Quebec. In some Adirondack communities, North Country Public Radio is the only radio signal received.

Second, underwriters are afforded an enhanced public image — loyal NCPR listeners are like family to the station, and they greatly value and recognize the investment made by local and regional businesses in support of their public radio station.

Should you wish to discuss underwriting, please contact Sandy Demarest.

Underwriting Guidelines

Clear guidelines make for a good message. A combination of Federal Communications Commission (FCC) and North Country Public Radio (NCPR) guidelines for underwriting ensure that the message brought forth is clear, concise, sophisticated and pleasing to the ears of our listeners.

FCC underwriting guidelines dictate that all public radio stations must refrain from using underwriting language which contains:

  1. Calls to Action (words such as "call", "stop by", or phrases prompting action)
  2. References to price (i.e., actual price, "free", "on sale", etc.)
  3. Superlatives (i.e., "best", "greatest", "most reliable", etc.) or other qualitative descriptors
  4. Inducements to buy, rent, sell, or lease

The "intent" of underwriting is to publicly acknowledge our underwriters and provide a brief description of location, services, notable business anniversary or relocation information, slogans used as a standard, traditional portion of the business's marketing mix and which do not violate FCC and NCPR regulations, as well as telephone numbers and web site information. Underwriting credits must fit in a 10 second time frame. NOTE:  A maximum of two underwriter credits are scheduled in most available program breaks. Each credit spot is sold separately.

NCPR Underwriting Guidelines:

  1. Web site information may be included. As an added value, we will also provide a direct link from our Current Underwriters list to the web pages of our underwriters.
  2. Other than accepted slogans, words such as "you," "your," "our," and "we" are not permitted. It suggests a personal statement on the part of the station and is therefore not acceptable.
  3. NCPR will comply, without exception, with all FCC underwriting guidelines; non-compliance subjects the station to severe penalties.

Underwriting Rates

Compare North Country Public Radio underwriting rates to those of any other medium!

NCPR rates are offered at two levels: prime time and standard time. Prime time rates are $20.00 per credit supporting programs aired during times when listenership tends to be at its highest. Prime time programs include: Morning Edition, Garrison Keillor's Writer's Almanac and A Prairie Home Companion, regional and national news, All Things Considered, and many more.

View our complete schedule of prime and standard programming (PDF document)

Standard time rates are $13.00 per credit supporting mid-day and evening programs enjoyed by our listeners. Standard time programs include:  The Connection, Mountain Stage, The Thistle & Shamrock, Performance Today, and many other popular programs.

Each underwriting partnership is unique, with credits structured to suit the needs of that particular business.  Credits may run several times a day, once a day, five days a week, once a week, or concentrated seasonally.  All credits are subject to availability.

Flexible Payment Schedules
 Convenient payment schedules can be arranged on a monthly, quarterly, semi-annual or annual basis.

Discounted Annual Packages
Underwriting partnerships which encompass a 12-month run are offered at a discounted rate. The underwriter pays for the first 50 weeks, while receiving the remaining two weeks free of charge.

Sample Underwriting Packages

Name of Plan
Cost
Number of Credits
Credit Type
Payment Options
Package A
$11,550
364
Prime
In Full
   
364
Standard
$2,887.50/quarter
       
$962.50/month
Package A represents an underwriting profile containing seven prime and seven standard credits per week.

Name of Plan
Cost
Number of Credits
Credit Type
Payment Options
Package B
$8,250
260
Prime
In Full
   
260
Standard
$2062.50/quarter
       
$687.50/month
Package B represents an underwriting profile containing five prime and five standard credits per week.

Name of Plan
Cost
Number of Credits
Credit Type
Payment Options
Package C
$6,300
260
Prime
In Full
   
104
Standard
$1,575.00/quarter
       
$525.00/month
Package C represents an underwriting profile containing five prime and two standard credits per week.

Name of Plan
Cost
Number of Credits
Credit Type
Payment Options
Package D
$4,300
156
Prime
In Full
   
104
Standard
$1,075.00/quarter
       
$358.33/month
Package D represents an underwriting profile containing three prime and two standard credits per week.

Name of Plan
Cost
Number of Credits
Credit Type
Payment Options
Package E
$2,000
104
Prime
In Full
       
$500.00/quarter
       
$166.67/month
Package E represents an underwriting profile containing two prime credits per week.

Name of Plan
Cost
Number of Credits
Credit Type
Payment Options
Package F
$1,000
52
Prime
In Full
       
$250.00/quarter
       
$83.33/month
Package F represents an underwriting profile containing one prime credit per week.

Name of Plan
Cost
Number of Credits
Credit Type
Payment Options
Package G
$650
52
Standard
In Full
       
$162.50/quarter
       
$54.17/month
Package G represents an underwriting profile containing one standard credit per week.
Seasonal rates are also available.

Should you wish to discuss underwriting, please contact Sandy Demarest.

I think public radio is one of the greatest gifts we can give each other, and I thank North Country Public Radio for allowing me to contribute through my station underwriting support.

I have been an underwriter of NCPR since 2004. I appreciate not only the opportunity to support programs that enlarge people's lives in so many ways, but also the opportunity to "speak" to both my fellow Adirondackers and others who listen from the farthest corners of NCPR's vast broadcast region.

Although my primary reason for underwriting is because I believe in NCPR and its mission, I would be remiss if I didn't point out that I have seen a healthy commercial return on my underwriting investment. It's heartening to receive a phone call from a listener who gives me "first crack" at his business simply because I support NCPR. Now that's loyalty!

NCPR offers us all an endless variety of information, thoughts, points of view, and content, programming both educational and entertaining. I feel it's both a privilege and an obligation, when circumstances allow, to support such an worthwhile endeavor. It would be my pleasure to have you join me as an NCPR underwriter.

Frances M. Preston
Loan officer
CTX Mortgage Company
Saranac Lake