NPR plans to unveil tomorrow the name of the on-air talent who has been chosen to voice its underwriting credits as a successor to longtime announcer Frank Tavares. “The NPR Announcer will become the voice of all NPR national funding credits for broadcast and digital content,” wrote Eric Nuzum, v.p. of programming, in a Oct. 21 memo to public radio station leaders that was obtained by Current. “We think listeners — and sponsors — will find her engaging.” Though Nuzum wasn't divulging the identity of the new announcer, he did reveal that the network has chosen a female. Listeners will begin hearing her announcements next month in NPR newscast and online credits, Nuzum wrote; she will take over voicing of all credits later.
ATLANTA — The positive associations that public radio listeners have with corporate sponsors and underwriters are as strong as ever, according to a report unveiled July 11 during the Public Media Development and Marketing Conference. Results of the 2013 NPR Underwriting Research project, presented by radio analyst Paul Jacobs, showed that the so-called “halo effect” that companies gain from public media sponsorships is unchanged since 2010, the last time researchers looked into it. A 2003 NPR study first identified the power of public radio sponsorships to influence listeners’ perceptions of the quality of the companies who pay for them. “We’re seeing absolutely no decline in how your listeners feel about you,” Jacobs said. “Despite the fact we live in a time of media fragmentation, one of the constants you have is that your audience loves you.”
“You have something that money can’t buy — your listeners trust in you so much that that trust transfers to the companies that sponsor you,” Jacobs told the audience at the PMDMC Thursday.
The licensee of KJZZ and KBAQ in Phoenix has asked the FCC for temporary permission to sidestep the agency’s rules governing language in underwriting announcements in a test of whether “enhanced” sponsor messages could boost income. In a March 18 letter to the FCC, the Maricopa County Community College District proposed a three-year trial window “to conduct a limited and controlled demonstration project to test a modified loosening of the Commission’s enhanced underwriting policies.” Under the looser rules, KBAQ and KJZZ would air announcements that include:
“factually accurate information concerning interest rates available at underwriter banks, credit unions, automobile dealerships, and other local businesses”;
notification of sales and special events such as discounts and promotions; and
qualitative adjectives based on factual data, such as “certified,” “accredited,” “award-winning,” “experienced” or “long-established.”
During this experimental phase, the stations would monitor listener satisfaction and revenue resulting from the enhanced announcements. If sales rose and listeners accepted the new language without complaint, other public radio stations could adopt the looser rules as well, the college district suggested. In the letter, submitted by communications attorney Ernie Sanchez, the college district cited the need to experiment as stations grapple with cuts in state funding, declines in underwriting revenue and the possible elimination of federal support for public broadcasting. “Could public radio stations remain financially viable, even with diminished federal funding, if the guidelines were simply relaxed or — expressed another way — enhanced somewhat more than previous levels?” the letter asked.
A recent Nova documentary about unmanned aerial drones sparked a flurry of complaints from viewers upset by what the program’s producers didn’t say about development of the technology for military and other purposes: that Lockheed Martin, series underwriter and one of the country’s largest military contractors, is a developer of drone technology.
Retrieved from NPR.org Nov. 25, 2012
Underwriting credits acknowledge organizations which fund public radio programming. Federal law mandates this identification and further allows for the non promotional description of the sponsors products and services. The following guidelines assist NPR and its underwriters in developing credit language that complies with FCC and IRS regulations for non-commercial broadcasters.NPR underwriting credits must contain:
The legal name of the underwriter, to be read immediately after the standard opening phrase, “Support for NPR comes from NPR member stations and…
Credits may also include the following:
Non-promotional, value-neutral, descriptions of organization, products and services. Names of operating divisions and subsidiaries.
The 2013 budget approved by the NPR Board Sept. 14 projects a $5.1 million operating deficit, with expenses adding up to $185.5 million and revenues projected at $180.4 million. Management plans to cover the shortfall with working capital and operating reserves. The 2013 spending plan anticipates a 5 percent gain in sponsorship income, which fell far behind projections this year. NPR expects to close fiscal 2012, which ends Sept.
Underwriters of public radio programs increasingly want to link their names more closely to particular stories and reporting projects, according to station executives, a trend that is requiring journalists to be more vigilant in fighting perceptions of potential conflicts of interest.
Facing an operating deficit of $2.6 million this fiscal year due to a shortfall in corporate sponsorship income, NPR is stepping up efforts to cover the gap with additional gifts, grants and underwriting. These measures are being taken rather than “cutting deep into NPR,” a spokesperson told Current last week, after the Washington Post reported that the network had considered cutting Tell Me More, the daily newsmagazine aimed at people of color. The Post’s report cited anonymous sources describing internal discussions. NPR President Gary Knell later told media outlets that there were no plans to cancel the show. NPR hit a record high in corporate sponsorship income last year but is now struggling, with a variety of factors contributing to the slowdown in sponsorship revenue.