Sponsorship Guidelines

Underwriting announcements are public radio’s version of advertising; they acknowledge support for our station. Sponsors should keep in mind that the non-commercial nature of public radio is highly valued by listeners, and the FCC has established certain guidelines.

Underwriting announcements are 15 seconds (approximately 25 words) and may include:

Name of business/organization providing underwriting support
Brief description of sponsor’s products and/or services
Location and web address of business/organization
Event dates and locations

Announcements may NOT include:

Promotional, comparative or qualitative language (best, most reliable, etc)
A call to action (“come to this event,” “call now,” “visit our website”)
Price or value information, e.g., $59.95
An inducement to buy, sell, rent or lease (“year-end sale”)
Personal pronouns (I, me, our)
A list containing more than three items
Language that expresses a view with respect to a matter of public interest

* All scripts must be approved by WBHM and the sponsor at least 2 business days before their scheduled starting date.

Sample Announcements

Support for WBHM comes from our listeners and:

Christian & Small law firm with offices in Birmingham, Jackson, and the Alabama Gulf Coast. Resolving client litigation and business matters for twenty-five years. Online at CS attorneys dot com.

Blue Cross and Blue Shield of Alabama, providing health and dental coverage to companies and individuals throughout Alabama. Online at Alabama Blue dot com.

Vineyard Brands—importer of fine wines—including Warre’s Port from Portugal. More information at vineyard brands dot com.