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Understanding Underwriting
Underwriting is the name the FCC has given to announcements acknowledging public radio's supporters from the business community. Although listener contributions remain the single largest source of KCRW's funding, they have not kept up with the growing expenses of running a radio station in the second largest radio market in the world. Without underwriting, KCRW would be forced to hold a third on-air fundraiser.

Sounds of Silence
While the commercial "breaks" on L.A. radio have become longer and longer, underwriting announcements on KCRW have become 25% shorter. Each announcement is now limited to only 15 seconds, and there are never more than six local "credits" per hour - that's a minute and a half per hour as compared to more than 10 minutes of ads often heard per hour on commercial stations. Paid public service announcements for nonprofits such as performing arts organizations and schools remain just 30 seconds.

KCRW has also cut the time for station program promotion by 50% by reducing these spots from 30 seconds to mostly just 15 seconds. We've also slashed the time allocated to fundraising spots designed to support our direct mail campaigns. Previously these spots ran one minute. Now they're 30 seconds.

No Interruptions
KCRW does not interrupt its news and information programs for underwriting announcements!

Except for on-air fund drives, regular programming is not pre-empted for non-program material. Program breaks are provided by NPR and PRI, usually four per hour. Hourly station identification announcements are required by the FCC. Our underwriting policy on local music programs prohibits interruptions during discreet music sets or in-studio concerts and interviews.

Please Support Our Underwriters
Both the for-profit and non-profit organizations whose messages you hear are critical to KCRW's continued survival.  We encourage you to patronize them when you need the products and services they provide.

More is Less
So, yes, you are hearing the names of more underwriters than ever. But you're hearing shorter announcements, and you're experiencing one less subscription drive! So there is more reason to support KCRW underwriters than ever before.



KCRW raises the bulk of its operating budget from the station's 55,000+ subscribers through on-air fundraisers. The remainder comes from a variety of organizations including corporations and non-profits who support the station in a variety of ways. Thanks to them, we have been able to reduce our on-air fundraising.

Below you'll find an overview of the ways KCRW works with organizations in the community. Are you interested in finding out more? Please contact our Underwriting Director in KCRW's Business Development Department.

Organizations who join KCRW s Business Circle do so with an annual fixed contribution, which entitles them to (1x) weekly name acknowledgement on-air for one year and (1x) daily name acknowledgement during the first Pledge Drive after they join the Business Circle. Please contact our Underwriting Department (sponsorship@kcrw.org) at KCRW for more information.

The most effective way to create an on-air presence, underwriting enables your organization to reach KCRW listeners and KCRW.com visitors regularly. Your 15-second message airs on KCRW and all its full-time simulcasts, including online, broadcast and digital cable. It may include information about your company's products or services and may include a web address, street address or phone number. Schedule length and number of announcements reflect level of financial commitment and placement of the messages. Run of schedule placement is Monday-Sunday 5am-12midnight. Narrowed times of day and even specific programs may be requested at a premium. Underwriters support KCRW with annual contributions of $3,000 to $300,000 or more. All schedules are subject to availability. Please contact our Underwriting Department (sponsorship@kcrw.org) at KCRW for more information.

KCRW.com banners exist in various sizes and formats, including flash animated .swf.  Placements include run of site rotations and specific pages, with both unlimited and geo-targeted exposure.  Pre-roll welcome ads are available for all live streams and on-demand archives, combining visual banners and audio messages on KCRW's Media Player.  KCRW podcasts offer pre-roll sponsorship opportunities, while KCRW eNewsletters may include static sponsor banners.  All sponsorship opportunities are subject to availability. 

When KCRW hosts events throughout the community, the station's listeners and supporters enjoy an opportunity to meet and greet each other and KCRW personalities. Your organization can capitalize on this good will by underwriting KCRW special events, such as Good Food Live; Left, Right & Center Live; Masquerade; KCRW Sessions. Sponsorships generally run $5,000 to $35,000 or more and offer multi-platform promotional exposure.

KCRW gives away tickets to performing arts and other events many times each day. Ticket providers contribute 5-pair blocks of tickets. In exchange, they receive on-air promotion. Opportunities are limited. Please contact Mary Chellamy (mary.chellamy@kcrw.org) for more information.

Nearly 1,000 merchants and organizations participate in this member discount program created to reward KCRW supporters. These organizations offer incentives to Fringe Benefits cardholders – usually discounts of 15% or more, 2-for-1 offers or other inducements – with no program costs to the business other than the discount they provide. The Fringe Benefits program places providers in front of the dynamic and dedicated audience of KCRW, creating a valuable branding and promotion tool. Please contact Beth Topping (beth.topping@kcrw.org) at KCRW for more information.

When KCRW goes on-air in Spring and Fall to raise money for its annual operating budget, more than 600 local businesses contribute premiums ranging in value from $50 to $5000, and receive promotional consideration commensurate with their donation. These businesses consider KCRW Membership Drive Promotions an invaluable way to increase awareness while supporting a vital public resource. Please contact Beth Topping (beth.topping@kcrw.org) at KCRW for more information.

Your organization or business may challenge KCRW listeners to support the station during its twice annual membership drives by providing Challenge Grants to air during prime commuter hours. Your company will generate corporate good will as it gives back to the community. Challenge Grant providers contribute $3,000 to $20,000 per membership drive.



KCRW Corporate & Community Supporters
KCRW thanks the following corporate, non-profit and foundation funders for their support. We encourage you to patronize our corporate & non-profit underwriters and write the station's foundation funders to thank them!

20th Century Fox Film Corporation
A24 Films
Air New Zealand
Alchemy Communications
Amazon Studios
Annenberg Foundation
Antioch University
Autry National Center
Best Friends Animal Society
Brilliant Earth
Broad Stage (The)
Cedars-Sinai Medical Center
Celebrity Cruises
Center for the Art of Performances at UCLA (CAP UCLA)
Center Theatre Group
Chinatown Business Improvement District
City National Bank
City of Hope
Co-Opportunity Natural Foods
Cook Islands Tourism
Dignity Health
Downton Center Business Improvement District
Downtown Santa Monica- Third Street Promenade
Drafthouse Films
Ervin, Cohen & Jessup
Family Moving and Storage
Farmers & Merchants Bank
Focus Features
Ford Motor Corporation
Forever Metals Tungsten Rings
Fox Broadcasting
Fox Searchlight
Freelancers Union
FX and FOX Movie Channel
Gagosian Gallery
Greek Theater
Haas School of Business
Hammer Museum
Helms Bakery District
IFC Films
LA Opera
LA Phil
Levitt Pavilions
Live Nation
Los Angeles College of Music
Macau Government Tourist Office
Mount St. Mary's University
Music Center of LA County
Natural History Museum
North Highland Consulting
Open Road Films
Paramount Pictures
Pepperdine University Graduate School of Education and Psychology
Pivot TV
Red Bull North America
Roadside Attractions
Sage Group, The
Skirball Cultural Center
Sony Pictures Classics
Southern California Acura Dealers
Southern California Edison
St. Joseph Hoag Health
The Weinstein Company
UCLA Education
UCLA Health
Universal Music Enterprises
Universal Pictures
University of California Santa Barbara (UCSB) Arts & Lectures
USA Network
Wallis Annenberg Center for the Performing Arts
Walt Disney Pictures
Warner Bros.


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