· For info about radio underwriting, keep reading below.
· For info about web ads, click here.
· Is there a package deal for both? Yes, there is.

Six- and twelve-month on-air underwriting recognition terms are offered, for $125 and $190 respectively.

Underwriting recognition statements can be a maximum of 24 words long. They’re broadcast in “pods” multiple times per day, mostly between 6 AM and 10 PM. Local small businesses and registered nonprofits with annual incomes of less than $50,000 can request a 20% discount.

We also offer a month-long IMPACT package for $120 that’s just right for highlighting an event. These recognition statements air with twice the frequency and may have twice as many words.

Choose your option below, click the “Pay Now” button, and follow the instructions. You don’t need to have a Paypal account. Then drop us an email to with your suggested text (or just the punch points for us to work with) and we’ll make sure everything conforms with FCC restrictions (see below), etc. You’ll have final approval of the messaging. If we don’t hear from you for some reason after you purchase a plan, we’ll get in touch.

WOOL may decline underwriting at its discretion.


If you prefer, you can mail or deliver a check and instructions to:

PO Box 110 / 33 Bridge St
Bellows Falls VT 05101

or email
to start a dialog, or leave us a message at 802-460-9665.

Underwriting keeps your business or organization in the ears and minds of the community’s most connected, active, educated, and thoughtful people. You want to be on that radar as a vital part of your long-term strategy.

Commercial broadcasters run up to 20 minutes of high-pressure advertising every hour. Your ad gets buried in a pile of other ads while listeners tune out, leave the room, or stop paying attention. Underwriting announcements are concise and gimmick-free, memorably presenting your company or organization to foreground listeners in an uncluttered, inviting way.

Text can include your company or organization name; a value-neutral description of (up to three) products or services; your established value-neutral slogan; hours of operation; contact info. WOOL will work with you to craft a high-impact announcement that stays within the noncommercial language restrictions.

The Federal Communications Commission (FCC) has strict rules about the language that can be used in underwriter recognition. Noncommercial radio stations like WOOL are all bound by these regulations and statutes. Against the rules:

· Calls to action — like “come to this event”, or “enter this drawing”, or “fight the power”, or any language prompting action.
· Inducements to act — like “while supplies last”, “special gift”, “on sale”, or “limited offer”.
· References to price — like “free”, “10% percent off”, “complimentary”, or “no down payment”.
· Qualitative or comparative language or claims — like “best”, “greatest”, “most reliable”, or “oldest”.
· Subjective or flowery language — like “fun-filled”, “enjoyable”, “long awaited”, or “by popular demand”.
· Endorsements — like “recommended by New York Times”, or “the Wall Street Journal says…”.
· Credentials — like “Board certified” or “Award winning”.
· Words like “you”, “your”, “our”, and “we”, because they imply a personal endorsement or investment on the part of the station.

Factual is the operative word — just the facts, ma’am.

See Commission Policy Concerning the Noncommercial Nature of Educational Broadcasting from the FCC.

Want more info? In 2011, the FCC Working Group on the Information Needs of Communities delivered a really interesting (but almost 500-page) report addressing the media landscape. In particular, see the section subtitled Underwriting in Chapter 31, Nonprofit Media.

Let us know if you have any questions. Email, or call 802-460-WOOL (email is better), or write WOOL-FM, PO Box 110 / 33 Bridge St, Bellows Falls VT 05101.

WOOL-FM is a member-owned and volunteer-run community radio station. 100% of any funds that come our way go directly to pay the bills that keep us on the air. There is no payroll, no dividends. No free government money, no giant foundation grants. It’s us regular people, we friends and neighbors, together, that keep this thing happening. Your support means everything.

How is underwriting different from the free Bulletin Board and PSA service we provide?

1) They serve a different function than underwriting: they’re about events and opportunities that educate, entertain, or otherwise contribute to the quality of life of the commons rather than providing brand awareness.
2) They air with far less frequency than underwriting statements. In fact, they aren’t guaranteed to air at all.

Because there’s no remuneration involved with the PSAs we present as a public service as part of our mission to contribute to and support the community, they aren’t bound by FCC language restrictions. Anyone is welcome to submit PSAs, whether they underwrite the station or not; we’d like people to do both, of course, but it’s not required.