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Underwriting – Good for Business? By Richard Gorman
Long-time listeners realize that many underwriters have been supporting KVMR for as long as they have been listening. Year after year, they continue their support, because underwriting on KVMR has proven to be an effective way of marketing their businesses. Is underwriting on KVMR the right move for your business? Here are some things to consider:
Radio is the best medium for building name or brand awareness. Because radio is pervasive (nearly everyone in the US listens to radio during any given week), it is most effective at reaching a broad audience. Radio is also subliminal; even when you are not actively listening, you are hearing, and the information is being absorbed. The key to radio is frequency: the more often your message is heard the more effective it will be. Radio should be an integral part of any well-designed marketing plan.
Public radio reaches a specialized audience. The typical public radio listener exceeds the national average for education, household income, and home ownership. They are typically mature adults, and most have no children at home. In other words, they are empty-nesters at the peak of their buying power. Politically, the majority describe themselves as liberal or progressive, and they are making more of their buying decisions based on sustainability and environmental impact.
KVMR's audience demographics are consistent with public radio nationwide. The median age of KVMR listeners is over 50. Over 75% have no children at home. Two-thirds have at least a two-year college degree. Over 80% own their homes. The majority have household incomes well above average. May we say it? They are the Baby Boomers, now turning gray. They are part of the largest, best educated, and wealthiest generation ever seen in history. And for many businesses, they are the most desirable customers.
People turn to public radio and KVMR because they can't stand the "noise" on commercial stations. A couple of years ago, Clear Channel (owner of over 1200 US radio stations) moved to reduce their commercial load to 12 minutes per hour, from highs of as much as 20 minutes.. Even with the reduction, commercials still make up 20% of their programming, which leads commercial radio listeners to do a lot of button pushing. Not so with KVMR: we have two underwriting breaks per hour that last about one minute each. Our listeners know that the break will be short, and the messages will not be loud and annoying, so they are a lot less likely to tune out. Your underwriting message gets heard, not lost in the clutter because there is no clutter to get lost in.
While the FCC regulates the content of underwriting acknowledgements, it is really our listeners that we consider when composing the messages. They don't want hype, and we don't give it to them. Underwriting messages contain the name of the underwriter and a brief description of their business or activity, along with location and contact information. When you are talking to well-educated people, there is no need to make exaggerated claims – just give them the pertinent facts, and they will make the right decisions. It's more like a thoughtful conversation between adults, and this is another reason underwriting is so effective.
Perhaps the biggest reason underwriting works is positioning. By supporting KVMR, you are making a statement about your business and how it fits into the listening community. Studies commissioned by the Corporation for Public Broadcasting have identified what they call the "halo effect"; according to the studies, "70% of public radio’s listeners say that a company’s support of public radio has a positive influence on their decision to purchase that company’s products and services." KVMR's members are the true "owners" of the station; without them we wouldn't be here. When your business gives financial support to our radio station, you are seen as one of us, part of the family.
And KVMR is affordable. If you own a business, you know how expensive it is to be in the yellow pages, to do direct mail, or to run print ads. You probably also know that over 50% of people picking up the yellow pages already have a name in mind; that most direct mail is discarded unread (recycled, we hope!); and that a newspaper ad only lasts one day. For the cost of a one-time ad in your local paper, you can have announcements on KVMR all year long, and reach a highly desirable target market.
To learn more about underwriting opportunities at KVMR and the additional benefits of being an underwriter, contact us at 530-265-9073 extension 215. |
A to Z Supply, 13396 Ridge Road, Grass Valley, CA 95945, (530) 273-6608
AgNatural, 403 Idaho-Maryland Rd. # C, Grass Valley, CA 95945, (530) 274-0990
Alpine Aviation, 13310 Nevada City Av. # A, Grass Valley CA 95945, (530) 477-7701
Anything Green Hydroponics, 17551 Penn Valley Dr., Penn Valley, CA 95946, (530) 432-GREEN (4733)
API Marketing (formerly Auburn Printers), 13020 Earhart Ave., Auburn, CA 95602, (530) 885-9674
B & C True Value Home and Garden Center, 2032 Nevada City Hwy, Grass Valley CA 95945, (530) 273-6105
The Beat, 1700 J Street, Sacramento CA 95811, (916) 446-4402
Best Friends Animal Clinic, 13895 Colfax Hwy., Grass Valley CA 95945, (530) 272-2817
Big O Tires, Davis, Woodland, Placerville, Sacramento, and more info @ bigo.com
Bikram Yoga Grass Valley / Nevada City, 900 Golden Gate Terrace, Grass Valley, CA 95945, 530-273-2030
The Book Seller, 107 Mill St., Grass Valley CA 95945, (530) 272-2131
Booktown Books & Tomes, 107 Bank Street, Grass Valley, CA 95945, (530) 273-4002, (530) 272-4655
BriarPatch Co-op Natural Foods Community Market, 290 Sierra College Dr., Grass Valley CA 95945, (530) 272-5333
Broad Street Inn, 517 West Broad St., Nevada City CA 95959, (530) 265-2239
California College of Ayurveda, 700 Zion Street, Nevada City, CA 95959, (530) 478-9100
California Organics & The Organic Grill, 135 Argall Way, Nevada City, CA 95959, 530-265-9392
The Center For The Arts, 314 West Main St., Grass Valley, CA 95945, (530) 271-7000
Drs. Jerry Chan & Lisa Moon, 360 Sierra College Drive, Suite 100, Grass Valley, CA 95945, (530) 273-3190
Chief Crazy Horse Saloon, 230 Commercial Street, Nevada City, CA 95959, (530) 470-8443
Cirino's at Main Street, 213 West Main St., Grass Valley, CA 95945, (530) 477-6000
Dave's Cave, 540 Wall St., Auburn, CA 95603, (530) 878-2488
Davis Food Coop, 620 G St., Davis, CA 95616, (530) 758-2095
Haines Ely, M.D. Inc., 10565 Brunswick Rd # 7, Grass Valley CA 95945, (530) 477-SKIN
The Farm Store, 10110 Harvest Lane, Penn Valley, CA 95975, (530) 432-2835
Flour Garden Bakery, 11999 Sutton Way, Grass Valley CA 95945, (530) 272-2043
Flour Garden Bakery, 340C Elm Ave., Auburn, CA 95603, (530) 888-1011
Flour Garden Bakery, 109 Neal St., Grass Valley, CA 95945, (530) 477-CAKE
Foothill Flowers, 102 W Main St., Grass Valley CA 95945, (530) 273-2296
Forever Flowering Greenhouses, 15386 Little Valley Road, Grass Valley, CA 95949, 530-273-2354
Four Paws Animal Clinic, 521-A Searls Ave., Nevada City CA 95959, (530) 265-3722
Jeff Gold & Associates, 12844 Daisy Blue Mine Road, Nevada City, CA 95959, (530) 265-8032
Gold 'n' Green Rentals, 302 Railroad Avenue, Grass Valley, CA 95945, (530) 273-0064
Gold Country Copier, 964 Golden Gate Terrace, Grass Valley CA 95945, (530) 477-1184
Gold Country Water, P.O. Box 1405, Rocklin, CA 95766, (888) 697-8890
Grass Valley Hydrogarden, 12520 Loma Rica Dr. Units 3 & 4, Grass Valley CA 95945, (530) 477-2996
Grass Valley Pest & Weed, 310 Railroad Avenue, Grass Valley, CA 95945, (530) 273-2847
Gray Goose, 230 Broad St., Nevada City CA 95959, (530) 265-5909
Haley & Bilheimer, Attorneys, 505 Coyote Street, Suite A, Nevada City, 95959, 530-265-6357
Hansen Bros. Enterprises, 11727 LaBarr Meadows, Road, Grass Valley, CA 95949, (530) 273-3381
Hansen Bros. Enterprises, 45 Central Street, Colfax, CA 95713, (530) 346-2432
Harmony Ridge Market, 115 South Pine Street, Nevada City, CA 95959, (530) 470-0166
Hospice Gift & Thrift, 754 Zion Street Nevada City, CA 95959, (530) 265-6500
Hospice Gift & Thrift, 17440 Penn Valley Drive Penn Valley, CA 95946, (530) 432-7600
Hospice of the Foothills, 11270 Rough and Ready Highway, Grass Valley 95945, (530) 272-5739
Hughes Body & Fender, 962 B Golden Gate Terrace, Grass Valley CA 95945, (530) 477-1394
InConcert Sierra, 530-273-3990
Joe Caribe Cafe & Bistro, 13470 Lincoln Way, Auburn, CA 95603, (530) 823-5333
Kit Kit Dizzi, 423 Broad Street, Nevada City, CA 95959, (530) 470-0214
McNeely's Supply, 28226 Sweetland Road, North San Juan, CA 95960, (530) 292-9479
Miners Foundry, 325 Spring St., Nevada City CA 95959, (530) 265-5040
Mr. Rooter of Nevada City & Grass Valley, Nevada City (530) 274-4468
Mr. Rooter of Penn Valley, (530) 432-5680
Mr. Rooter of North San Juan, (530) 292-1851
Monte Vista Inn, I-80 at the Dutch Flat exit, Dutch Flat, CA 95714, (530) 389-2333
Moonshine Ink, PO Box 4003, Truckee CA 96160, (530) 578-3607
Mountain Recreation, 491 East Main Street, Grass Valley, CA 95945, (530) 477-8006
Mud & Pearls, 792 Searles Avenue, Nevada City, CA 95959 (530) 362-8082
Music In The Mountains, 530 Searles Avenue, Nevada City, CA 95959, 530-265-6173
Nevada City Advocate, 547 Uren Street, Nevada City, CA, 530-559-8077
Nevada City Home Study Charter School, 750 Hoover Ln., Nevada City, CA 95959, (530) 265-1885
Nevada County Ass'n. of Realtors, 336 Crown Point Circle, Grass Valley, CA 95945, (530) 272-2627
Nevada County Fair, 11228 McCourtney Road, Grass Valley, CA, 530-273-6217
Nevada County Farm Supply, 1020 Whispering Pines, Grass Valley, CA 95945, (530) 273-3948
Nevada County Farm Supply, 17115 Penn Valley Drive, Penn Valley, CA 95946, (530) 432-3600
Nevada County Growers Market, various locations, (530) 265-5551
Nevada County Habitat for Humanity Re-Store, 12359 Loma Rica Dr., Grass Valley, CA 95945, (530) 274-3761
New Moon Café, York & Commercial Sts., Nevada City, CA 95959, (530) 265-6399
The Old 5 Mile House Restaurant and Bar, 18851 Highway 20, Nevada City, CA 95959, (530) 265-5155
Outside Inn, 575 E. Broad St., Nevada City CA 95959, (530) 265-2233
Parts for Imports, 10028 Joerschke Dr., Grass Valley CA 95945, (530) 272-3477
Pine Creek Veterinary Clinic, 128 New Mohawk Road, Nevada City, CA 95959, (530) 478-9141
Plan It Solar, 563 Idaho Maryland Road, Grass Valley, CA 95945, (530) 273-0303, info @ planitsolar.com
Pleasant Valley Veterinary Center, 10171 Commercial Avenue, Penn Valley, CA 95946, (530) 432-8443
Premier Flooring, 807 South Auburn Street, Grass Valley, CA 95945, (530) 273-3711
Propp Christensen Caniglia, 9261 Sierra College Boulevard, Roseville, CA 916-751-2900
Quail Ridge Senior Living, 150 Sutton Way, Grass Valley, CA 95945, (530) 272-1055
Ridge Feed & Supply, 12892 Ridge Rd., Grass Valley CA 95945, (530) 273-3886
Ridge Rock Quarry, 22800 Pleasant Valley Rd., N. San Juan CA 95960, (530) 292-0121
S.O.A.P. (Save Our Ailing Planet), 104 Argall, Way, Nevada City, CA, 530-265-2210
Sacramento Natural Foods Co-op, 1900 Alhambra Blvd., Sacramento CA 95816, (916) 455-2667, marketing @ sacfoodcoop.com
Second Time Around, 112 Argall Way, Nevada City, CA 95959, (530) 265-8844
Sierra Cinemas, Sutton Cinemas, Nevada Theater, & Del Oro, 840C E. Main St., Grass Valley CA 95945, (530) 477-9000, (530) 274-FILM
Sierra Nevada Brewing Company, 1075 East 20th St., Chico, CA 95928, (530) 345-2739
Sierra Nevada Memorial Hospital, 155 Glasson Way, Grass Valley CA 95945, (530) 274-6000
Sierra Solar Systems, 563 Idaho-Maryland Rd., Grass Valley CA 95945, (530) 273-0303
Sierra Timberline, 324 Idaho Maryland Rd., Grass Valley CA 95945, (530) 273-4822
Smiley Guys Smokehouse, 131 Joerschke Drive, Grass Valley, CA 95945, (530) 274-2933
Son's Development & Green Building Supply, 563 Idaho Maryland Road, Grass Valley, CA 95949, (530) 273-7875
South Pine Cafe, 110 S. Pine St., Nevada City CA 95959, (530) 265-0260
South Pine Cafe, 102 N. Richardson, Grass Valley CA 95945, (530) 274-0261
South Yuba Club, 555 Searles Avenue, Nevada City, CA 95959, (530) 470-9100
South Yuba River Citizens League, 216 Main St., Nevada City CA 95959, (530) 265-5961, syrcl @ syrcl.org
SPD Markets, 735 Zion St., Nevada City CA 95959, (530) 265-4596
SPD Markets, 129 McKnight Way, Grass Valley, CA 95945, (530) 272-5000
Spiral Internet, 416 Broad Street, Nevada City CA 95959, (530) 478-9822
Squaw Village, 1960 Squaw Valley Road, Olympic Village, CA, 800-403-0206
Summer Thyme's Bakery & Deli, 421 Colfax Ave., Grass Valley, CA 95945, (530) 273-2904
Sustainable Energy Group, (530) 273-4422
Swasey's Public Wholesale, 140 East McKnight Way, Grass Valley, CA 95945, (530) 477-0892
Sweetland Garden Supply, 29435 State Highway 49, North San Juan, CA 95960, (530) 292-9000
Tess' Kitchen Store, 115 Mill Street, Grass Valley, CA 95945, (530) 273-6997
Three Stages at Folsom Lake College, 10 College Parkway, Folsom, CA, 916-608-6888
Treats, 110 York St., Nevada City, CA 95959, (530) 913-5819
Tri Counties Bank, 217 West 5th Street, Chico, CA, and locations in Nevada County, (800) 922-8742
Twin Soles Ashiatsu Massage, 202 North Pine St., Nevada City, CA 95959, (530) 262-1335
The Union Newspaper, 11464 Sutton Way, Grass Valley, CA 95945, (530) 273-9561
Vela Massage Retreat, 763B South Auburn Street, Grass Valley, CA, 530-559-7172
Vital Garden Supply, 204 Gold Flat Court, Nevada City, CA 95959, (530) 470-0124
Volz Bros. Automotive, 12048 Charles Dr., Grass Valley, CA 95945, (530) 273-3979
Walker's Office Supplies, 791 Maltman Drive, Grass Valley, CA 95945, (530) 273-2283
Weiss Bros. Nursery, 615 Maltman Drive, Grass Valley, CA 95945 (530) 273-5814
Whitewater Naturopathic Medicine, 1097 East Main Street, # C, Grass Valley, CA 95945, (530) 271-7123
Wilbur Hot Springs, 3375 Wilbur Springs Rd., Williams, CA 95987, (530) 473-2306
The Wooden Spoon Kitchenware Store, 12066 Nevada City Hiway, Grass Valley CA 95945, (530) 272-8980
WrightBuilt Home Remodel & Design, 1072 East Main St., Grass Valley, CA 95945, (530) 272-6657
Wright's Plastics, 7479 Doc Adams Rd., Marysville CA 95901, (530) 743-3349
Yuba Docs Medical Clinic, 12090 Nevada City Highway, Grass Valley, CA 95945, (530) 274-5020
Yuba River Charter School, 13026 Bitney Springs Rd., Grass Valley, CA 95959, (530) 272-8078