UNDERWRITER KIT
ohmradio963.org
mediareformsc.org
OHM RADIO'S MISSION
Did you know that Charleston has an independent, nonprofit, community
supported low power FM radio station?
We call it Ohm.
96.3 FM Ohm Radio provides non-commercial, locally-produced programming
to the peninsula and beyond. We are dedicated to serving Charleston with a
wide range of community perspectives and really good music. Our programs
promote democracy, sustainability and healthy community. We are here to
celebrate Charleston's beloved creatives, musicians, culinary artists, authors,
students, business owners and thought leaders on our airwaves. We are a
forum to showcase the good deeds of nonprofits and other community
organizations working to improve our Holy City, as well as the good words of
regular folk trying to live, have fun and make ends meet. Ohm Radio is
genuine, imaginative and relevant to all the different types of people living in
our beautiful city.
BROUGHT TO YOU BY MEDIA REFORM SC
Media Reform SC is the 501c3 nonprofit organization behind Ohm Radio,
dedicated to improving democracy through better media.
Media Reform SC and Ohm Radio are unbiased and unaffiliated with any
religious or political groupings. We believe in the free and accurate flow of
information. We are on a mission to generate a wider understanding of how
media mergers have limited the news and information available to citizens especially in the realm of radio. Charleston currently has very few independent
media outlets. Ohm Radio provides an alternative source of information where
people can discuss and take action on issues affecting our community. Let's
keep thoughtful, local programming in the hands of the people.
WHAT IS UNDERWRITING?
When you donate to this station, you have the chance to receive
something very valuable -- AIRTIME.
Underwriting is on-air acknowledgement of your support. It's different from an
advertisement because it is non-commercial in nature. The name of your
organization is mentioned without a call-to-action. For this reason, studies
show people are more likely to listen to your message rather than tune out.
Underwriting sounds more sincere than just another commercial in this sea of
shills we all swim in. You get to stay on people's radar and gain exposure,
modestly.
A typical underwriting message is 15-30 seconds long and appears at the
beginning and end of a program. It can include: the name of the underwriter, a
description of your organization, your location, your hours of operation or what
you sell. However, the FCC prohibits the use of certain words like adjectives
and other qualifying information designed to entice people to buy something
from you. Ohm Radio has underwriting representatives to help you figure out
your ideal message while playing by the rules.
OUR AUDIENCE
Locals, artists, musicians, business owners, students, retirees,
executives, dreamers, designers, movers and shakers will all be
listening to Ohm Radio.
Radio reaches over 90% of nearly every
social demographic - spanning genders and
age groups [State of the Media StudyNielsen].
THE HALO EFFECT
Becoming an underwriter for Ohm Radio is also an opportunity to enhance
your company's image as an active participant improving the Charleston
community. A study by the Corporation for Public Broadcasting found that
"70% of public radio listeners say a company’s support of public radio has a
positive influence on their decision to purchase that company’s products and
services." They call this the halo effect. When you support Ohm Radio, you
humanize your public image. People are compelled to invest in you, because
you invest in a service they appreciate.
THE OHM RADIO
ANTENNAE IS
LOCATED
IN DOWNTOWN
CHARLESTON.
OHM RADIO'S REACH
Our radio frequencies envelop
the entire downtown peninsula,
parts of Mt. Pleasant, James Island,
Folly Beach, West Ashley and North
Charleston.
If you chose to become an
underwriter with Ohm Radio, you
have the potential to reach over
663,000 residents in the growing
Charleston area.
Radio is still in style. According to a
poll by Morgan Stanley, 86% of
people use radio to listen to music.
76% of households in 2013 owned a
radio, up from 68.7% in 2009.
Multiple people can listen to
programming from one device. It is
accessible to the illiterate. These are
just a few reasons why radio is an
effective marketing tool.
ADDED PERKS
COST COMPARISONS
PRICES FOR OHM RADIO UNDERWRITING ARE
COMPETITIVE AND/OR LESS EXPENSIVE THAN THE PRICE OF
AIRTIME AT LOCAL COMMERCIAL RADIO STATIONS.
OHM UNDERWRITING IS LESS EXPENSIVE THAN PRINT
ADVERTISING WITH A SIMILAR AND/OR LARGER OUTREACH
CAPACITY.
OHM
ALL UNDERWRITING EXPENSES ARE 100% TAX
RADIO
UNDERWRITERS WILL ALSO RECEIVE:
DEDUCTIBLE.
OHM RADIO PRIDES ITSELF
ON BEING AN AFFORDABLE OPTION
TO PROMOTE ALL TYPES OF
LOCAL ORGANIZATIONS.
CHOOSE YOUR PACKAGE
WE OFFER MULTIPLE UNDERWRITING OPTIONS
TO SUIT YOUR MARKETING BUDGET.
QUARTERLY: $750
BI-ANNUALLY: $1400
ANNUALLY: $2600
OR TRY INVESTING IN ONE MONTH OF AIRTIME TO INFORM OUR
COMMUNITY ABOUT AN UPCOMING EVENT - COST: $300
NOTE: ALL UNDERWRITING ANNOUNCEMENTS WILL BE AIRED DURING A
MIX OF TRAFFIC, WEEKDAY & WEEKEND SPOTS. EACH UNDERWRITER
RECEIVES 4 MENTIONS/WEEK AT THE START & END OF A PROGRAM.