Discover Underwriting

What is Underwriting?

In public radio, the term “underwriting” is used for on-air announcements acknowledging financial support.  It’s a cost-effective alternative to commercial advertising and a great way for your business or organization to connect with our loyal listeners. Although underwriting is different than traditional advertising, use it as you would any other marketing vehicle to position your services or products, or to brand your business as a whole.                                                           

Underwriting is Affordable

Peoria Public Radio does not have any pre-determined underwriting packages, which may include undesired announcement times. Rather, when working with Peoria Public Radio, the Underwriting Manager works with each underwriting sponsor individually to insure that your sponsorship meets your needs. Also, the station does not require a minimum contract period or financial commitment, making it easy for every kind of organization to broadcast underwriting messages. Contact our Underwriting Manager for rate details.

Underwriting Offers Added Value

In addition to on-air announcements, Peoria Public Radio underwriters have the unique opportunity to receive exposure with our listeners via other media forms as well.  Peoria Public Radio also provides added exposure on our website, one of the areas’s most trusted news sites. 

Your Underwriting Support May Be Tax-Deductible

Peoria Public Radio. a joint service of Illinois State Univeristy and Bradley University, is a non-profit organization. Some underwriters consider their contribution to be an advertising expense, while others use it as a charitable contribution. Ask your tax professional about the benefits of marketing your organization using non-commercial public radio.

For more information, please contact Anna Chumbley, WCBU Corporate Support Director, at 309-438-4648 or