WHDD On-Air Copy Guidelines
Insofar as is practical, WHDD underwriting policies shall parallel those that have been established for National Public Radio (NPR) and have been recommended for local underwriting use, and shall concur with current WHDD and Federal Communications Commission (FCC) policies. To help maintain the overall noncommercial appearance of a funding message, copy should identify, but not promote the funder. WHDD management reserves right of approval of all underwriting announcements.

Specifically, underwriting announcements may NOT contain:

Call to action (e.g., “bring your car to us,” “call 974-6167 for more information” or “visit us on the Web at . . .”).

Superlative description, qualitative claim, or subjective statements about the company, its products or its services (e.g., “the best car ever built,” “leading,” “leader,” “leadership,” “a great partnership,” “whimsical” or “electrifying”).

Direct or insinuated comparisons with other companies or with other companies’ products or services (e.g., “when Cadillac just isn’t good enough,” “we’re better than the rest,” “award-winning” or “AAA certified”).

Price or value information (e.g., “only $160 down and $160 per month,” “tickets are $10,” or “admission is free”).

Inducements to buy, sell, rent or lease (e.g., “six months free, when you sign up today” or “on sale now”).

Endorsements (e.g., “recommended by four out of five customers” or “used by professional golfers”).
In addition, underwriting announcements:

May be up to 15 seconds long unless the organization is a nonprofit/not-for-profit and has chosen to air a 30-second announcement (see WHDD guidelines for 30-second announcements).

Must be in third person.

Must begin with “Support for WHDD[or program name] comes from” followed by the underwriter’s name.

Beyond this introductory phrase, an underwriting announcement may repeat the organization’s name a maximum of one additional time and identify the organization through:

· Neutral description of products, services or
capabilities.

· Recognized corporate “official slogan” that identifies
the company.

· Address of business location(s), and/or a Web site
address and/or a phone number.

· Organizational mission.

· Length of time the organization has been in business.
30-Second Announcements for Nonprofit/Not-for-Profit Organizations

Nonprofit/not-for-profit organizations may underwrite 30-second announcements for an additional per-spot charge. All announcements must conform with FCC and WHDD underwriting guidelines. In addition, copy for these announcements must include the phrase “a nonprofit organization” or “a not-for-profit organization” immediately following the name of the organization (e.g., “Support for WHDD comes from Noble Horizones, a nonprofit organization …”).

Underwriting Credit Samples:

Support for WHDD comes from FTB Online Internet Banking from First Tennessee. More information is available at www dot f-t-b dot com.

Support for WHDD comes from the Lewis Group Architects, providing design solutions for educational, health-care, retail and industrial facilities. On the Web at www dot l-g architects dot com.

Support for WHDD comes from the South’s Finest Chocolate Factory. Continuing the tradition, 1889 through today. Offering more than 100 gourmet chocolates and candies. 8078 Kingston Pike and 1060 World’s Fair Park Drive.

Support for WHDD comes from Access America Telephone Company, providing local telephone service, long distance calling, 800 numbers and internet service for businesses in East Tennessee. Online at www dot access a-m dot com or 482-2140.

Support for WHDD comes from East Tennessee Foundation, a nonprofit organization and permanent endowment that receives assets from donors, invests and manages the assets, and provides grant monies for nonprofit projects and programs in 24 East Tennessee counties. The Foundation’s mission is to create permanent resources to enrich lives and strengthen communities in the region. East Tennessee foundation dot org or (865) 524-1223.

Support for WHDD comes from the Knoxville Symphony Orchestra, a nonprofit organization. The next Chamber Classics concert features the works of movie score composers. The Halcyon Trio joins the KSO to perform Lalo Schifrin’s Triple Concerto and Bernard Hermann’s Psycho. Also on the bill are Gabrieli’s Canzone for Brass Choir and the Holberg Suite by Grieg. Performances are Friday, November 5th, at 8 p.m. and Sunday, November 7th, at 3 p.m. at the Bijou Theatre Center. 291-3310.