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WQJJ 97.7 Fox-FM and Your Business...
We Can Help Each Other...
We are glad to see you're exploring the
possibility of sponsoring programming on WQJJ 97.7 Fox-FM. This information is designed to show
how you, your business and our radio station can benefit from such a
relationship. Please take the time to read the information in this document.
Feel free to direct any questions to the WQJJ 97.7 Fox-FM staff which is always
ready to serve you at (205) 385-8016.
Why your business should underwrite
WQJJ 97.7 Fox-FM...
Your support of non-commercial, local, community based radio is vital to maintaining
the quality of programming and services you and other listeners in the area have
come to expect from WQJJ 97.7 Fox-FM.
How can underwriting benefit your business?
While underwriting is not exactly the same as commercial advertising, it does provide your firm
with most of the same benefits along with some additional benefits that commercial
advertising can't possibly offer.
Research indicates that
local, community based radio
is an excellent public relations tool. Listeners have a very positive image of
companies that support local, community based radio and report that the purchasing
decisions of these listeners are heavily influenced by such underwriting
support.
Your support of local, community based radio tells our listening audience
that you and your business care about the local community!
By underwriting WQJJ 97.7 Fox-FM, you can target and reach a select
audience...
Because of the wide variety of programming provided by WQJJ 97.7 Fox-FM, our listeners
are a very diversified group of people who share many common interests and
life-styles. WQJJ 97.7 Fox-FM provides programs for groups ranging from within most all
age groups. Many of these age groups are simply ignored by commercial stations. For instance:
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Senior citizens have above-average disposable incomes. They
support businesses that support them.
-
Kids and college students are still establishing their
purchasing patterns and are still extremely impressionable when it comes to
making purchasing decisions.
WQJJ 97.7 Fox-FM can help you
effectively reach these audiences and more!
By
underwriting WQJJ 97.7 Fox-FM, you can demonstrate your community concern...
Your support of WQJJ 97.7 Fox-FM shows that you are interested in contributing to
the quality of life in Jasper, Walker County and in the surrounding communities.
By underwriting WQJJ 97.7 Fox-FM, you can expand awareness of your name
and presence...
Awareness of your business is expanded each time your business is mentioned on
WQJJ 97.7 Fox-FM.
By underwriting WQJJ 97.7 Fox-FM, you can enhance your business image...
Your image is enhanced by your association with non-commercial local, community radio. You
will be joining other fine businesses that support our quality radio
programming.
By underwriting WQJJ 97.7 Fox-FM, you can enjoy potential tax benefits...
WQJJ 97.7 Fox-FM is a non-profit, non-commercial, radio station. However, we are
not
a 501(c3) corporation. Under normal circumstances, your contribution is not tax
deductible, however, it may be a legitimate business expense. As a result of
this, you should consult your tax
preparer.
By underwriting WQJJ 97.7 Fox-FM, you can open and increase many great opportunities for
your business and personal name!
Advertise your association with WQJJ 97.7 Fox-FM, Walker County's first local,
community based FM Radio Station, in other media (newspapers, internet, etc.) Advertising
that your business is the sponsor of one of the many popular programs heard on
WQJJ 97.7 Fox-FM, or a station event, is an excellent way to increase the public's
awareness of your business. It is a strong statement about your company's
contribution to our community's well being.
Here’s the
best kept secret of all:
With WQJJ 97.7 Fox-FM's diverse program offerings, you will be able to reach
many more types of listeners than you could ever reach on any single format
station such as country, rock, hip hop, R&B or any other kind of radio station!
Further, WQJJ 97.7 Fox-FM is now the ONLY radio FM station that is licensed by
the Federal Communications Commission to serve Jasper!
What is Underwriting?
The Federal Communications Commission (FCC) allows businesses to underwrite or
provide funding for programs on stations like WQJJ 97.7 Fox-FM. However, it does not
allow "commercial advertising". WQJJ 97.7 Fox-FM depends on underwriting contributions
from individuals like you and from businesses like yours in order to defray operating
expenses, equipment purchases, maintenance and repairs and any additional overhead involved in the
operation of the radio station. These costs can, and usually do, easily exceed $3,000.00
to $5,000.00 monthly!
Unlike many
other non-commercial stations, WQJJ 97.7 Fox-FM
does not receive funding
from the government.
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Underwriting
is highly similar to commercial advertising, but differs in a few key areas.
-
Announcements that issue a CALL TO ACTION
are not allowed. This means that
statements like "stop in", "shop here", "call", "call now", "limited time only", etc. are not allowed.
(We consider this to be a good thing as it also eliminates those annoying
"screamer" ads that seek to convince our listeners that "You'd better buy
this item now or your head's gonna fall off!") In other words, we feel that
this clears the way for actually reasoning with the listener instead of
screaming banal nonsense at them. It automatically assures you that your
message reaches a more mature and intellectual audience, as well.
-
Underwriter
announcements are not allowed to contain QUALITATIVE DESCRIPTIONS. Qualitative words such
as "largest selection", "newest model", "best in town", and "finest selection" are prohibited.
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Announcements may not mention or
give reference to specific PRICES. (This eliminates the need for
almost daily updates of your message which increases the costs associated
with such constant updates.)
-
References
such as "sale", "discount", "clearance", "reduced", "going out of business
sale", and "liquidation", are also not allowed.
Underwriting
announcements on WQJJ 97.7 Fox-FM are required to follow the following
guidelines.
Our Enhanced Underwriting Announcements:
-
Identify but
do not promote.
-
Do not issue a call
to action.
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Use calm and value
neutral language.
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Do not
mention prices.
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Can be
produced in lengths ranging from 10 to 30-seconds in either pre-recorded announcements and/or delivered
"live" by an announcer for a more "personal approach".
Enhanced
Underwriting Announcements on WQJJ 97.7 Fox-FM are recorded by WQJJ 97.7 Fox-FM's
local production staff and/or delivered live by the same local staff that you
hear on-air each and every day. These are people who get out in our community
each and every day and our listeners know and trust them. (Underwriter announcements that are not recorded by
WQJJ 97.7 Fox-FM, are not accepted.) Announcements may include information which
identifies but does not promote the underwriter including:
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The name of
the underwriter.
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The
underwriter's products and/or services
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The
underwriter's corporate slogan (as long as it is not a promotional
statement, like “Get Met, It Pays”).
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The location
of the underwriter's business.
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The
underwriter's telephone number and additional contact information.
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The
underwriter's web address.
Enhanced
Underwriting Announcements on WQJJ 97.7 Fox-FM may not:
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Be a
"commercial".
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Include a
"call to action".
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Use
"qualitative language".
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Mention any
"prices".
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Endorse a
"product" or "service".
The following are examples of permitted and prohibited underwriting
announcements for your reference:
PROHIBITED
ANNOUNCEMENT:
"Visit Speedy Lube
at 115 Main Street, where you can now get a 10-point oil change and lube for
the unbelievably low price of just $12.99. So come on down to 115 Main
Street for fast, reliable service and a free gift.”
PERMITTED
ANNOUNCEMENT:
“This weather
forecast on
WQJJ 97.7 Fox-FM’s broadcast day is
sponsored by Speedy Lube, located at 115 Main Street in Trucksville.
Speedy Lube provides oil changes using Quaker State lubricants, tune-ups,
and other minor vehicle maintenance services. Our thanks to Speedy Lube, 115
Main Street in Trucksville. 610-555-6565.”
ANALYSIS:
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The first text
mentions price and contains three calls to action. It
also contains statements which include qualitative statements as well as a
specific sale price.
-
The second
text identifies the sponsor, the sponsor's address, telephone number,
product line, and establishes a relationship to the program. The second text
is permitted and, honestly, doesn't the second text just seem to be more sincere
than the obvious "product hawking" of the first text?
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