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Underwrite a Program
Page contents: Why Underwrite?
91.1 WTJU-FM is a non-commercial, educational radio station whose license is held by the University of Virginia. Classical, Jazz, Folk, Rock, World, Reggae, Blues, Roots, Local and National News, and Public Affairs programs are broadcast 24 hours a day, 365 days a year. Listeners (and Announcers) represent a true cross section of the community: business people, retirees, faculty, alumni, students and residents of the area. These are the people who will hear your message throughout Central Virginia and Charlottesville, a city listed by Arbitron Rating as the #1 public radio market in America!*


Our broadcast range is 50-60 miles-- south to Lynchburg, north to Madison County, east to the Richmond suburbs and west to the Shenandoah Valley. Estimated population coverage is 100,000 in the cities and 230,000 in the counties.
* Based on percentage of listeners.


How Does Underwriting Work? [top]
91.1 WTJU-FM is owned by and located at the University of Virginia. The University is a 501(c)(3) nonprofit organization and therefore all your donations including program underwriting are tax deductible.


As an alternative to advertising, underwriting is a way for you or your business (or non-profit organization) to gain community-wide recognition for your support of WTJU and its commitment to quality and diverse programming. In addition to being a very wise investment for you, the on-air acknowledgements enhance your image as participants in, and supporters of, our community. With over seventy programs per week ranging in length from 5 minutes to 4 hours, there are many from which to choose that will most effectively showcase your business or organization.


You may elect to underwrite one or more regular programs. In return, the announcer of the sponsored program will read your message. (See FCC Regulations and sample underwriting below.)


Underwriting Agreement commitments vary and an advance installment is required. Contact Robert Nowicki (, Underwriting Manager, for rate sheets and payment options. Once initial payment is received and announcements begin, reminders are mailed monthly.


What Content may I have in my Underwriting Announcement? [top]
WTJU is committed to creating high quality, professional-sounding announcements. Our Underwriting Manager will work with you to maximize your message within the parameters set by the FCC (see FCC underwriting guidelines below). We are confident that you will be satisfied with our representation of your business. To receive a complete Underwriting Packet or for information on pricing and other aspects of sponsoring WTJU, please contact Rob Nowicki of our Underwriting Department at 434-243-8831.


The following are sample underwriting announcements:
Today's programming is brought to you by The Charlottesville Theater, featuring The Nels Cline Singers on June 6, with the Wilco lead guitarist's free-jazz instrumental trio performing lyric, experimental, and rock-based music. More information is available at 434-999-1111 or

Support for this program is provided in part by Springtime Cafe. Springtime has grilled breakfast sandwiches every morning and soups, salads and panini sandwiches all day long. Bread baked fresh every day.

"Tell Us a Tale" is supported in part by Alakazam Toys & Gifts. Alakazam is located at 100 E. Main St. on the Downtown Mall. Open 7 days a week, the number for more information is 434-971-1717.
FCC/WTJU Underwriting Regulations and Policies [top]
Due to FCC regulations of non-commercial airwaves there are several rules we must abide by in any underwriting announcement. The following is a brief description of what can and cannot be used:


Legal or trade name must be stated to identify the underwriter.


Any or all of the following may be used in acknowledgment copy:
Telephone number, email address, web site and location of business or area served
Days of operation
A listing of up to three products or services
Product origin ("French wine")
Intended use of product ("children's clothing")
Product content ("wool suits")
Form of delivery, or method of preparation ("delivered by rickshaw" or "cooked with bottled water")
None of the following may be used in acknowledgment copy:
Qualitative language ("wonderful", "homemade")
Comparative language ("better"; "most")
"Calls to action" ("call today", "come by")
Location of business using another business as a reference ("located next door to")
Number of years in business
First person statements (I)
Second person statements (you)
Corporate non-promotional slogans may be used in underwriting acknowledgments if they are in well-established use by the business and the wording stays within the spirit of these guidelines and the FCC regulations


Underwriters may state support for the arts in general terms, but may only name WTJU specifically.


All underwriting copy, including corporate slogans, is subject to the approval of the General Manager of WTJU-FM.


Underwriting is support for current programs at WTJU. Financial support does not in any way imply that sponsors may influence program content or programming decisions.

WTJU is owned and operated by the Board of Visitors of the University of Virginia.
The opinions expressed by announcers or guests on WTJU are not necessarily the opinions of WTJU or the University of Virginia.