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Underwriting

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.

 


 

WAYS OF SUPPORTING KCRW
KCRW raises the bulk of its operating budget from the station s 55,000+ subscribers through twice-annual 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 don t have to go on-air a third time.

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.

BUSINESS CIRCLE SUPPORTERS
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 Denise Anderman (denise.anderman@kcrw.org) at KCRW for more information.

UNDERWRITING
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 Denise Anderman (denise.anderman@kcrw.org) at KCRW for more information.

KCRW.COM SPONSORSHIP OPPORTUNITIES
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. 

SPECIAL EVENT SPONSORSHIPS
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.

ON-AIR TICKET GIVEAWAYS
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.

FRINGE BENEFITS
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.

PLEDGE DRIVE PROMOTIONS
When KCRW goes on-air in August and February 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 Pledge 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.

PLEDGE DRIVE CHALLENGE GRANTS
Your organization or business may challenge KCRW listeners to support the station during its twice annual pledge 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 pledge 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!

Academy of Motion Picture Arts & Sciences
AFI Fest
American Cinematheque
Amoeba Music
Arclight Cinemas
Antioch University
Argosy University
Arnie Sawyer Films
Bank of America
Betty Ford Center 
Bill Silva Presents
Bowers Museum
Brewery Art Association 
Broad Stage (The)
Buckley School (The) 
CA Institute of the Arts/REDCAT
CA State University Northridge
California Science Center 
California Society of Certified Public Accountants
Capitol Records
Cedars-Sinai Medical Center
Center Theatre Group
Chevron 
The Chicago School of Professional Psychology
Chinatown L.A.
Cirque Du Soleil 
City National Bank
City of Hope
City of Santa Monica
CODA Automotive
Comerica Bank
Community Arts Resources
Custom Comfort Mattress
CSULB Extension
CSUN College of Business and Economics
Dance at the Music Center
De Young Museum
Donor Services Group
Dorsey & Whitney
Du Vin Wine & Spirits
Emirates Airlines
Fairmont Private Schools
Film Independent
Focus Features
Fowler Museum
Fox Broadcasting
Fox Searchlight Pictures
Fresh & Easy
Gagosian Gallery
Geffen Playhouse
Getty Center
GoldenVoice
Good Samaritan
Grand Performances
Grove of Anaheim
Hammer Museum
Hass School of Business
HBO Films
Helms Bakery District
IFC Films
Italian Film Commission
John Randolph Haynes and Dora Haynes Foundation
Kidpsace Children's Museum
Lions Gate
LA Arboretum
Le Lycée Français de Los Angeles
Levitt Pavilion MacArthur Park Los Angeles
Levitt Pavilion Pasadena
Live Nation
Long Beach Symphony Orchestra
Los Angeles Chamber Orchestra
Los Angeles County Museum of Art
The Los Angeles Music Center
Los Angeles Opera
Los Angeles Philharmonic
Loyola Marymount University Extension
Luckman Fine Arts Complex
Marina del Rey Toyota
Mercedes-Benz Dealers of Southern California
MOCA
Mount St. Mary's College
Music Box Films
Music Center of LA County
Museum of Latin American Art
NAB
Natural History Museum 
Nederlander
Nissan North America Inc.
One Colorado Investments, LLC
Oovoo
Otis College of Art & Design
Ovation TV
Overture Films
Pacific Oaks College
Pacific Symphony
Pandemonium
Paramount - NPM
Pepperdine University Graduate School of Education and Psychology
Philharmonic Society of Orange County
Pilgrim School
QueensCare
Readers Digest
Recall Corporation
Roadside Attractions
Sage Group, The
Salvation Army, The
Santa Monica Museum of Art
Santa Monica Place
Segerstrom Center for the Arts
Skirball Cultural Center
Sonoma Risk Insurance Agency
Sony Pictures Classics
Sony Pictures Entertainment
South Africa Tourism
South Coast Plaza
South Coast Repertory Theatre
Tennis Channel
Time Warner Cable
Tourism Australia
UCLA Performing Arts
United Airlines
University of Redlands
USA Network
USC Rossier School of Education
Venice Family Clinic
Vistamar School
Vitagraph Films LLC
Walt Disney Pictures
Warner Bros.
The Weinstein Company
Wellpoint
Wells Fargo
Westfield Century City
Westside Pavilion

 
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