Business Support

Benefits of Business Support

  • A marketing strategy that combines advertising campaigns with positive public relations.
  • Public Radio Business Support announcements build awareness and credibility.
  • Reaches a target audience of well-educated, influential, active and involved listeners.
  • Reaches a loyal public radio audience who infrequently use other broadcast media.
  • Associates your organization with the trusted, award-winning programming of Northwest Public Radio and NPR.
  • Demonstrate your organization's commitment to providing programming that fosters a higher quality of life.


Who We Are

Northwest Public Radio is a network of radio stations licensed to Washington State University and a proud part of The Edward R Murrow College of Communication, serving communities in Washington, Idaho, Oregon, and British Columbia. Northwest Public Radio's first station, KWSU AM, began broadcasting in 1922 from Pullman. Since that time, our network has grown to include one (1) AM and 15 FM stations with 14 translator stations.

Syndicated programs from NPR (National Public Radio), American Public Media (APM), the BBC and Public Radio International (PRI), along with locally produced programs, provide the Northwest Public Radio audiences with quality music, national and international news and information programming, including Morning Edition, All Things Considered, Car Talk, A Prairie Home Companion and many more.


What Is 'Business Support'?

Business Support is the term used to describe the relationship between an organization providing financial support to Northwest Public Radio, which is then acknowledged in the form of on-air announcements which tells the listening audience about the products, special events, services and general information of the business sponsor.

Business leaders throughout our broadcast area recognize Northwest Public Radio as a cost effective way to reach an engaged audience and consider support of Northwest Public Radio as a sound investment. Business Support of Northwest Public Radio is an effective marketing tool; it is a way to achieve positive public relations by associating your business or group with a trusted source of news and information and to market your message to an engaged audience of active consumers who are...

...2X more likely to travel for business and pleasure.

...more likely to hold executive, managerial or administrative positions.

...more likely to attend musical performances and more likely to attend events.

...more likely to purchase hardcover books.

Our Business Support Representative can provide you with additional information *Source: NPR Audience Profile, 2010.


What Can You Say?

Just as Northwest Public Radio's programming differs from commercial radio, Business Support announcements differ from commercials. Current FCC regulations do allow sponsors to provide listeners with important information about their business, products, and services, including:

  • Your company name
  • Up to three products and services
  • Factual descriptions
  • A simple World Wide Web address
  • The location of your business
  • Your telephone number


Frequently Asked Questions

  1. How much does it cost?We can design a marketing plan to fit any budget. Ask your Business Support Representative for details.
  2. How soon can we be heard on air?Scheduling your announcements takes between two and four days, depending on the complexity of your schedule.
  3. How do you compare to other radio stations?We provide a content-heavy, uncluttered environment. Since we only offer six announcements per hour on average, your message will never be lost among others.
  4. How many times and how often does our message need to be on NWPR?We can tailor a package to meet your reach, frequency, and awareness needs. We have sponsors with schedules that range from 10 announcements per day to once a week. Many sponsors will set a schedule for a year. Some schedule in 13-week intervals.
  5. How long will my announcement be?Your message can be up to 15 seconds in length and will be preceded by a standard NWPR introduction, e.g. “We have program support today from…".


For More Information:

  • Northwest Public Radio, Washington State University, Pullman, WA 99164-2530
  • Contact: Dave Deeney
  • Email:
  • Phone: (509) 372-7407