About | Sponsoring
How do you pay the bills?
Paying for Public Radio has always been a complicated arrangement, in which we depend upon the support of many partners and, somehow, the bills get paid!!
The partners include public-spirited corporations who want to associate themselves with the "quality act" which is public radio; foundations whose mission and values coincide with those of public radio; listeners who become "members" of their public radio stations; and, increasingly rarely, governments (federal, state and city) and universities and school boards which own and operate public radio stations.
Without all of the partners, the delicate balance of public radio's funding cannot be maintained. Marketplace encourages you to become a member of the public radio station where you hear our program.
- 88% of public radio listeners have a more positive opinion of a company when it supports public radio.
- 62% of public radio listeners agree that a sponsor on public radio is more credible.
- 80% of public radio listeners say that when price and quality are equal, they prefer to buy products from a company that supports public radio.
Source: Jacobs Media Research 2003
Sponsorship on public radio is called "underwriting." Underwriting allows companies to associate themselves with the high-quality service and credibility of public radio. Underwriting is both image-enhancing and motivates public radio listeners to support public radio's underwriters.
On-air credits may describe your business, target markets, product lines or services -- and may include a phone number, established slogans, or positioning statement. Credit language must comply with established network and FCC guidelines.
There are two kinds of underwriting options for Marketplace:- National
- Local
National Corporate Underwriting and Production Support:
Marketplace is supported by national corporate underwriters that have included Fannie Mae, Thrivent, Reuters, The Economist, Vanguard, Ford, General Mills, Sotheby's and The American Public Transportation Association. These underwriters share the cost of production and the benefit of national on-air underwriting messages.
If you would like information about underwriting opportunities on Marketplace, please contact our national underwriting department.
Local Underwriting:
Marketplace is an exceptional way for a local underwriter to support public radio in his or her own community, at a very economical price.
Local public radio stations purchase Marketplace from the network, and they use local underwriting as a way to defray that cost. Local underwriters are able to identify themselves with two quality associations: their local public radio station and the Marketplace program.
In addition to on-air credit, local underwriters may promote themselves and strengthen their association with Marketplace and the station through local advertising and promotion and through the sponsorship of station events which feature Marketplace personalities.
Contact your local public radio station directly for information. Ask for the Development Department.
