NWPR Business Support Benefits

• A marketing strategy that combines the benefits of advertising with sound public relations.
• Public Radio Business Support announcements build awareness and credibility.
• Reach a target audience of well-educated, influential, active and involved listeners.
• Reach discerning users who are infrequent users of other broadcast media.
• Associate your organization with the stimulating, trusted award-winning programming of Northwest Public Radio and NPR.
• Demonstrate your organization's commitment to high quality.

Who Are We?

Northwest Public Radio (NWPR) is a network of public radio stations licensed to Washington State University serving communities in Washington, Idaho, Oregon, and British Columbia. Northwest Public Radio's first station, KWSU AM, began broadcasting about 80 years ago in Pullman. Since then, the network has grown to include 12 FM, one AM, and six translator stations.

Syndicated programs from National Public Radio and Public Radio International, along with locally produced programs, provide the NWPR audience with quality music and national news and information programs, including All Things Considered, Morning Edition, and A Prairie Home Companion.

What Is Business Support?

Business Support is the term used to describe on-air announcements about corporate, retail, and non-profit businesses or organizations and their services or special events.

Astute business people throughout our broadcast region recognize NWPR as a cost effective and sound investment.

Business Support is a doubly effective marketing tool. It is a way to achieve good public relations through an association with a well-respected public institution and to market your message to an audience of active consumers who are:

• Twice as likely to travel for business of pleasure.*
• 86 percent more likely to hold executive, managerial or administrative positions.*
• 75 percent more likely to attend musical performances and 87 percent more likely to go to live theater events.*
• 63 percent more likely to purchase hardcover books.*

Your Business Support Representative can provide you with additional information specific to your business.
*Source: National Public Radio Audience Research, as referenced by Profile 2001, MRI Fall 2000.

What Can You Say?

Just as Northwest Public Radio's programming differs from commercial radio, Business Support announcements differ from commercials. Current FCC regulations do allow sponsors to provide listeners with important information about their business, products, and services, including:

• Your company name
• Up to three products and services
• Factual descriptions
• A simple World Wide Web address
• The location of your business
• Your telephone number

Frequently Asked Questions

1. How much does it cost?
We can design a marketing plan to fit any budget. Ask your Business Support Representative for details.

2. How soon can we be heard on air?
Scheduling your announcements takes between two and four days, depending on the complexity of your schedule.

3. How do you compare to other radio stations?
We provide a content-heavy, uncluttered environment. Since we only offer six announcements per hour on average, your message will never be lost among others.

4. How many times and how often does our message need to be on NWPR?
We can tailor a package to meet your reach, frequency, and awareness needs. We have sponsors with schedules that range from 10 announcements per day to once a week. Many sponsors will set a schedule for a year. Some schedule in 13-week intervals.

5. How long will my announcement be?
Your message can be up to 15 seconds in length and will be preceded by a standard NWPR introduction, e.g. “We have program support today from…”.

For More Information:

Northwest Public Radio
Washington State University
Pullman, WA 99164-2530

Contact: Roger Johnson
Email: rogerj@wsu.edu
Phone: 800-842-8991
Fax: 509-335-3772