Underwrite or Sponsor WGDR & WGDH

Please note: We made a slight adjustment to our live stream sponsorship rates after our rates brochure went to press. It is now $1,250 for 6 months or $2,500 for a year. This is so we can provide a special event sponsorship rate as an even more affordable option that doesn’t compete with our other options.

Frequently Asked Underwriting or Sponsorship Questions

1. Could we barter our goods or services in exchange for underwriting? A: In some cases, yes! If your business provides a service the station needs as part of our existing budget, such as printing or design work, we are open to bartering.

2. Does underwriting really work to bring in customers or supporters? Yup! 70% of public (or communty) radio listeners say that underwriting has a positive impact on their purchase decisions or actions. 80% of listeners say they have positive impressions of a company or organization that supports a station.

3. Do I have to produce my spot? No! We will help write the script and record it for you. Most underwriting announcements heard on WGDR/WGDH are read live by a programmer or recorded by members of the station.

4. What can be included in a spot and how long are they? Run time is between about 10-15 seconds, which is about two sentences of content. They can contain general information about your business or organization. They can’t include calls to action, costs, or qualitivie comparisons (“we’re the best!”). Here is an example script: "The following program is underwritten by Central Vermont Economic Development Corporation. CVEDC helps businesses and local organizations of all sizes work toward sustainability by offering loans, help with business plans, workforce training, and job fairs. Learn more at CVEDC.org."

5. Why do businesses or organizations underwrite or sponsor the station? What is the value?

   This is a great way to get in front of a very loyal audience of thousands of Vermonters in the central and northern listening area. By supporting the station, listeners are more likely to patron you. And you get to write it off as a business or outreach expenses.

We have a diverse array of over 50 locally-made shows and over 100 shows total that draw in listeners from across Central and Northern Vermont. Along with thousands streaming online each month, we reach at least 70,000 households and businesses in our broadcast area and thousands more online every month. By underwriting or sponsoring with us, you will reach a loyal base of Vermonters who are eager to support those who support the station.

We offer the most affordable rates, by far, of any media outlet in our area (we checked! Scroll down for examples).

Underwriting starts at $273, event sponsorship starts at $510, and live stream sponsorship starts at $1,250.

What is Underwriting?

Underwriting is not advertising. It is a neutral, 15-second mention of your services or entity in exchange for on-air placement. It is a non-tax deductible way to financially support our community-owned station, with a big return for your generosity from our listeners supporting you back.

We welcome businesses, nonprofits, municipalities, schools and colleges, and sole proprietorships to underwrite the station. We offer 6-month or full-year rates, starting at just $273 for a once a week mention.

Review the full rates.

What is Sponsorship?

Sponsorship is a promotion for your entity or services as part of a station event or as a pre-roll recording for our live stream to our 3,000+ streamers each month. Sponsorship is far more flexible than FCC rules for underwriting for scripts but also does not include on-air broadcast mentions.

Sponsorship spots for our stream are extremely limited and start at $1,250 for daily rotation mention for 6 months. On average we have over 100 streamers a day, making the ROI per listener as low as $1.

Sponsorship is also available for special station events (in person or live on the air). For 2024 we are offering sponsorship for our WGDR 51st Birthday Bash, a 3-day weekend of special programming May 17-19, 2024. Sponsorship is $510 for the weekend and includes frequent on air mentions, as well as promotional mentions leading up to the weekend in the weeks prior.

Review the full rates.

To underwrite or sponsor, contact Chris Buckridge, Underwrting & Sponsorship Coordinator at Chris[at]WGDR.org or by calling the office at (802) 276-0365. Thank you!

Area Media Advertising Rates

We share these for comparison, not competition. We fully support the range of independent and non-profit media outlets in our state.

• Weekly free Central Vermont newspaper: $65-$245 per issue.

• Online community email forum: $900/week to reach our listening area.

• Monthly free Central Vermont newspaper: $200-$1,450 per issue.

• Public radio, $67/per mention vs. WGDR/WGDH’s $10.50 per spot. *They are statewide (445,000 Vermonters, but we cover a common 70,000 in Central and Northern Vermont).

Station Reach

WGDR/WGDH broadcasts to over 70,000 households in our listening area. Using a National Public Radio estmator tool on actual broadcast listeners, we estimate at least 9,000 Vermonters tune into us on their radio regularly each year.

Our digital reach combines to directly connect with nearly 5,000 individuals each month: That’s 3,000 listeners and visitors on our website, largely from Vermont; 1,700 supporters get our station update emails in their inboxes, and thousands more reached across our social media platforms.

You have the chance to reach 14,000 listeners of the station by underwriting or sponsoring the station.