WQJJ 97.7 Fox-FM and Your Business...

We Can Help Each Other...

We are glad to see you're exploring the possibility of sponsoring programming on WQJJ 97.7 Fox-FM. This information is designed to show how you, your business and our radio station can benefit from such a relationship. Please take the time to read the information in this document. Feel free to direct any questions to the WQJJ 97.7 Fox-FM staff which is always ready to serve you at (205) 265-1977.

Why your business should underwrite WQJJ 97.7 Fox-FM...

Your support of local, community based radio is vital to maintaining the quality of programming and services you and other listeners in the area have come to expect from WQJJ 97.7 Fox-FM.

How can a sponsorship on WQJJ 97.7 Fox-FM benefit your business?

While a sponsorship on WQJJ 97.7 Fox-FM is not exactly the same as commercial advertising on other "for-profit" stations, it does basically the same thing for you and your business in that it provides your business with most of the same benefits along with additional benefits that commercial advertising can't possibly offer.

Research indicates that local, community based radio is an excellent public relations tool. Listeners have a very positive image of companies that support local, community based radio and report that the purchasing decisions of these listeners are heavily much more influenced by such support of local, community based radio.

Your support of local, community based radio tells our listening audience that you and your business care about the local community!

By sponsoring WQJJ 97.7 Fox-FM, you can target and reach a select audience...

Because of the wide variety of programming provided by WQJJ 97.7 Fox-FM, our listeners are a very diversified group of people who share many common interests and life-styles. Although our primary target audience is women, ranging in age from 25 to 54, WQJJ 97.7 Fox-FM provides programs for groups ranging from within most all age groups. Many of these age groups are simply ignored by other stations who have no desire to reach them. For instance:

1. Senior citizens have above-average disposable incomes. They are extremely loyal and support businesses that support the local community and, more specifically, them.

2. Young adults and college students are still establishing their purchasing patterns and are still extremely impressionable when it comes to making purchasing decisions.

WQJJ 97.7 Fox-FM can help you effectively reach these audiences and more!

By sponsoring WQJJ 97.7 Fox-FM, you can demonstrate your community concern...

Your support of WQJJ 97.7 Fox-FM shows that you are interested in contributing to the quality of life in Jasper, Walker County and in the surrounding communities.

By sponsoring WQJJ 97.7 Fox-FM, you can expand awareness of your name and presence...

Awareness of your business is expanded each time your business is mentioned on WQJJ 97.7 Fox-FM.

By sponsoring WQJJ 97.7 Fox-FM, you can enhance your business image...

Your image is enhanced by your association with local, community radio. You will be joining other fine businesses that support our quality radio programming.

By sponsoring WQJJ 97.7 Fox-FM, you can enjoy potential tax benefits...

WQJJ 97.7 Fox-FM is a non-profit, radio station. However, we are not a 501(c3) corporation. Under normal circumstances, your contribution is not tax deductible, however, it may be a legitimate business expense. As a result of this, you should consult your tax preparer.

By sponsoring WQJJ 97.7 Fox-FM, you can open and increase many great opportunities for your business and personal name!

Promote your association with WQJJ 97.7 Fox-FM, Walker County's first local, community based FM Radio Station, in other media (newspapers, internet, etc.) Promoting the fact that your business is the sponsor of the many popular programs heard on WQJJ 97.7 Fox-FM, or a station event, is an excellent way to increase the public's awareness of your business. It is a strong statement about your company's contribution to our community's well being.

Here’s the best kept secret of all:

With WQJJ 97.7 Fox-FM's diverse program offerings, you will be able to reach many more types of listeners than you could ever reach on any single format station such as country, rock, hip hop, R&B or any other kind of radio station! Further, WQJJ 97.7 Fox-FM is now the ONLY radio FM station that is licensed by the Federal Communications Commission to serve Jasper!

What is Underwriting?

The Federal Communications Commission (FCC) allows businesses to underwrite or provide funding for programs on stations like WQJJ 97.7 Fox-FM. However, it does not allow "commercial advertising". WQJJ 97.7 Fox-FM depends on underwriting contributions from individuals like you and from businesses like yours in order to defray operating expenses, equipment purchases, maintenance and repairs and any additional overhead involved in the operation of the radio station. These costs can, and usually do, easily exceed $3,000.00 to $5,000.00 monthly!

Unlike many other non-commercial stations, WQJJ 97.7 Fox-FM does not receive funding from the government.

1. Underwriting is highly similar to commercial advertising, but differs in a few key areas.

2. Announcements that issue a CALL TO ACTION are not allowed. This means that statements like "stop in", "shop here", "call", "call now", etc. are not allowed. (We consider this to be a good thing as it also eliminates those annoying "screamer" ads that seek to convince our listeners that "You'd better buy this item now or your head's gonna fall off!") In other words, we feel that this clears the way for actually reasoning with the listener instead of screaming banal nonsense at them. It automatically assures you that your message reaches a more mature and intellectual audience, as well.

3. Underwriter announcements are not allowed to contain QUALITATIVE DESCRIPTIONS. Qualitative words such as "largest selection", "newest model", "best in town", and "finest selection" are prohibited.

4. Announcements may not mention or give reference to specific PRICES. (This eliminates the need for almost daily updates of your message which increases the costs associated with such constant updates.)

5. References such as "sale", "discount", "clearance", "reduced", "going out of business sale", and "liquidation", are also not allowed.

Underwriting announcements on WQJJ 97.7 Fox-FM are required to follow the following guidelines.

Our Enhanced Underwriting Announcements:

1. Identify but do not promote.

2. Do not issue a call to action.

3. Use calm and value neutral language.

4. Do not mention prices.

5. Can be produced in lengths ranging from 10 to 30-seconds in either pre-recorded announcements and/or delivered "live" by an announcer for a more "personal approach".

Enhanced Underwriting Announcements on WQJJ 97.7 Fox-FM are recorded by WQJJ 97.7 Fox-FM's local production staff and/or delivered live by the same local staff that you hear on-air each and every day. These are people who get out in our community each and every day and our listeners know and trust them. (Underwriter announcements that are not recorded by WQJJ 97.7 Fox-FM, are accepted however, the station reserves the right to edit such announcements so as to ascertain their compliance with FCC rules and regulations.) Announcements may include information which identifies the underwriter including:

1. The name of the underwriter.

2. The underwriter's products and/or services

3. The underwriter's corporate slogan (as long as it is not a promotional statement, like “Get Met, It Pays”).

4. The location of the underwriter's business.

5. The underwriter's telephone number and additional contact information.

6. The underwriter's web address.

Enhanced Underwriting Announcements on WQJJ 97.7 Fox-FM may not:

1. Be a "commercial".

2. Include a "call to action".

3. Use "qualitative language".

4. Mention any "prices".

5. Endorse a "product" or "service".

The following are examples of permitted and prohibited underwriting announcements for your reference:

PROHIBITED ANNOUNCEMENT:

"Visit Speedy Lube at 115 Main Street, where you can now get a 10-point oil change and lube for the unbelievably low price of just $12.99. So come on down to 115 Main Street for fast, reliable service and a free gift.”

PERMITTED ANNOUNCEMENT:

“This weather forecast is sponsored by Speedy Lube, located at 115 Main Street in Trucksville. Speedy Lube provides oil changes using Quaker State lubricants, tune-ups, and other minor vehicle maintenance services. Our thanks to Speedy Lube, 115 Main Street in Trucksville. 610-555-6565.”

ANALYSIS:

1. The first text mentions price and contains three calls to action. It also contains statements which include qualitative statements as well as a specific sale price.

2. The second text identifies the sponsor, the sponsor's address, telephone number, product line, and establishes a relationship to the program. The second text is permitted and, honestly, doesn't the second text just seem to be more sincere than the obvious "product hawking" of the first text?

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Last modified: 02/06/12