Discover Underwriting

WCBU is an NPR affiliate delivering excellent local, national and international news, information and entertainment.

WCBU reaches more than 40,000 listerners weekly in 10 counties across central Illinois via our broadcast from the campus of Bradly University and listeners through and the NPR One app. averages 79,000 monthly users and 111,000 unique page views.

Underwriting with WCBU

WCBU offers a non-intrusive, clutter-free environment for on-air and online underwriters. Many options for marketing or philanthropy exist, and your support ensures you’ll be reaching business owners, community leaders, decision makers, and influencers who are engaged and intensely loyal to WCBU. Our audience is 82 percent more likely to take action after hearing something on NPR, including considering/researching/purchasing a product or service from a company that supports public radio. The concise and straightforward underwriting messages instill a sense of quality, credibility, and community connection between our audience and your product or service.

WCBU will work with you to help your organization reach financial, marketing, and/or philanthropic goals.

The Halo Effect

When you become a WCBU underwriter you not only raise awareness of your organization among an exceptional audience, you also contribute to the success of a vital and valued community service. Our audience is very invested in the programs they financially support and depend on every day.

In turn, they value organizations who help make WCBU’s local and NPR programming possible—NPR describes this as the "halo effect."

  • 71% of the NPR audience holds a more positive opinion of sponsors that support NPR
  • 66% prefer to buy products or services from NPR sponsors

Source: NPR State of Sponsorship Survey, April 2020


If you are interested in becoming a WCBU underwriter, please contact Development Director Melissa Libert