Underwriting

As a non-profit radio station, WRFZ-LP allows sponsorships and advertisements in the form of underwriting.

If you are interested in underwriting a specific program on WRFZ-LP or the station in general, please send an email to rochesterfreeradio (at) gmail (dot) com  or call (585) 315-7687 for more info.  Our rates are below.

What is Underwriting?

Underwriting is a form of sponsorship where your business receives a number of underwriting spots during the sponsored program. These underwriting spots identify the underwriter and provide factual information about the underwriter and/or its products and services. It is an acknowledgement to the listening audience of the underwriter’s commitment to WRFZ-LP, rather than simply a persuasive argument. Underwriting is unique to noncommercial stations.

As an underwriter, rather than an advertiser, you are associated with a particular program or format as a supporter or sponsor. You can also choose to sponsor the station in general in which the underwriting spots are played at agreed upon times.  Additionally, all underwriters who buy a package of spots will be given a banner and website link on WRFZ-LP’s homepage as well as the same number of mentions on our social media as spots purchased.

Advantages to Underwriting on WRFZ-LP

Exclusivity: Underwriting stands out on Rochester Free Radio. You will be the only underwriter mentioned at any given time. WRFZ-LP only plays underwriting from one sponsor per half-hour.  There will not be an underwriting spot directly before or after yours. WRFZ-LP does not bombard listeners with loud, flashy spots.

Community Audience: WREK’s community audience differs from the average radio listener. Our listeners tune in not only for news and entertainment, but to engage with the rest of the community.  We do not have passive listeners.

Broadcast Mediums: In addition to broadcasting in the City of Rochester at 106.3 FM, WRFZ-LP also broadcasts online and will be adding a phone app in the near future.  You’ll also be mentioned on our page of Underwriters with a link to your website and may include your logo.  We will also mention your support in our social media as well.

Diversity: WRFZ-LP is committed to broadcasting quality, divese music. We also specialize in talk shows on local issues and music from local artists.  With WRFZ-LP underwriting, you will reach a loyal, diverse, local audience.

Cost Effectiveness:  The Board of Rochester Free Radio purposely set a low operating budget in order to avoid operating at a deficit.  Therefore we do not need to set high underwriting rates.

Support Local Noncommercial Radio: Rochester is home to a vast, diverse radio listening audience, yet much of commercial radio seems to cater towards a select, few tastes. WRFZ-LP provides a refreshing approach to radio and broadcasts music and programming not heard anywhere else on the radio.

Underwriting Rules*

The FCC allows announcements to be made to identify the underwriter. This provides a higher community profile and a more philanthropic appearance than the average advertiser, in exchange for the following restrictions:

The Federal Communications Commission (FCC) mandates that announcements may not include:

  • Comparative, Qualitative or Promotional language
  • Calls to Action
  • Pricing Information
  • Inducements to Buy, Sell, or Lease

* These rules do not relate to other non-profits. Underwriting spots for non-profits are more flexible.

Underwriting Rates

Our rates our simple… on purpose.

6am – 11pm.   $6 per spot, if you buy 10 or more it’s $5.  No more than 3 spots in any given 6am – 11pm period for any individual underwriter.

11pm – 5am.   $3 per spot, $2 for 10 or more.

That’s it.

In order to differentiate ourselves from other stations and in respect to our programming, we schedule no more than one 15 second underwriting spot per half-hour or hour show.   A show that lasts longer than an hour gets one an hour at the most.

At times, we will accept donations of goods or services in place of money.  Contact us to let us know what you have in mind.

WRFZ-LP thanks you for your time and hopes that you will support WRFZ-LP in the future, not only with your underwriting contributions, but with your valued listenership.

About WRFZ-LP

Rochester Free Radio is a community, non-commercial radio station run by volunteers to provide locally-focused, locally-created information, conversation and entertainment.  The goal of RFR is to help solidify the Rochester community by enjoying and celebrating our similarities and differences; our strengths and weaknesses; our ideas and curiosities.

Rochester Free Radio, was created by three members of the community, each with varying degrees of experience in broadcast radio and community activism.  Chuck McCoy, Jeff Moulton and Dave Sutliff-Atias recognized the need for opportunities for unheard individuals and groups to be heard by the rest of Rochester.

Rochester Free Radio broadcasts so that everyone in our community has the chance to interact and exchange ideas for the betterment of the entire community; in particular, those who do not presently have a voice in our local mainstream media.

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(Some language adapted from WREK & WYEP)