Sponsorship Blog

Making the Connection: The Halo Effect

The positive sentiment that listeners have towards companies that support the community service of NPR and public radio stations is known as the “halo effect”.

NPR listeners believe associated companies are responsible, stable, professional, credible and socially conscious. They also believe they are good stewards, kindred spirits, community-focused, and smart marketers!

Halo Effect A

 Contact us or contact your account executive to find out how we can put the halo effect to work for you!

Industry Spotlight: Legal Services

The biggest challenge that you face in the legal business is building a  quality client base in the area where you practice and with the income to keep your accounts receivable as low as possible.

Our listeners are educated and affluent, because they are 176% more likely to have an individual income of over $150,000, our audience has the financial capabilities to afford the services you provide.

Michigan Radio can reach the audience that needs the expert advice that you offer.


Contact us to find out more about how a Michigan Radio Corporate Sponsorship can help you grow your law practice!

Converting Obstacles to Opportunities: “We Don’t Have the Budget for Public Radio in our Marketing Plan”

Your budget is a crucial component in your decision to market your organization. We understand that this is a “make-or-break” aspect of your decision-making process.


When deciding where your marketing dollars go, we feel it’s important to not just look at the amount, but to also consider the value. Michigan Radio Sponsorship is unlike any other marketing investment out there. Your organization is gaining exposure while you are investing in Michigan’s journalistic integrity and fostering goodwill within the community. Michigan Radio sponsorship is an effective marketing tool that aligns your organization with our mission: to provide “… stimuli for a broader knowledge, fuller understanding, and deeper appreciation of the humanities, of the sciences, and of social, economic and civic problems”. Who wouldn’t want to be a part of that?

Charitable donation

Public radio is one of the few ways to promote your organization that is also altruistic. Your sponsorship allows us to buy programming, fund our newsroom and give Michigan’s citizens the news they deserve. Your contribution is a charitable donation that is integral to strengthening Michigan’s community and access to information.


Michigan radio sponsorship would allow you to reach an exclusive, heavy listening audience who would otherwise miss your message if you choose to only advertise on commercial radio. As the top public radio station in the state, Michigan Radio reaches more than half a million listeners a week. Including sponsorship with Michigan Radio as part of your marketing plan ensures that your message will reach a more thorough audience.

Can you afford not to partner with Michigan Radio?

Good For You, Good For Michigan: The Next Idea

Michigan Radio has the high-quality audience that you have been trying to reach.  Our audience cares about the content that we bring to them and they care about our sponsors.  Our listeners are engaged: 74% said that they are more likely to do business with a company that sponsors public radio.*

the next idea logoOur listeners care about Michigan – just like you do.  Just like we do.  We know that our listeners care because of their high level of engagement with projects like The Next Idea, which is focused on moving Michigan forward in a positive way.  The Next Idea has gotten an increasing level of attention from our audience online: users are spending more time reading The Next Idea essays than they are with any of our other digital content.** 

We produce The Next Idea right here at the station in Ann Arbor.  Your sponsorship dollars support programs and projects like The Next  Idea directly, as well as helping us remain an NPR News station.

By becoming a Michigan Radio Corporate Sponsor, you let our listeners know that you support the positive conversation that we are having about Michigan’s future.

Michigan Radio is good for Michigan.  Sponsorship of Michigan Radio lets our audience know that you are good for Michigan, too.

Contact your account executive or complete the contact request to get more information!

*Source: Lightspeed Research NPR Sponsor Impact Survey, 2009-2012

**Source: Google Analytics michiganradio.org

Welcome to Fiscal Year 2016!

Welcome to Fiscal Year 2016!

By Kathy Agosta, Michigan Radio Director of Corporate Support

As we wrap up our fiscal year here at Michigan Radio, I’d like to offer my sincere thanks to all of our sponsors for your generous support during 2015.

Because of your commitment, we have been able to continue to provide and expand our service to Michigan.  Your investment has helped pay for programming that makes a difference in Michigan, while at the same time providing you with a unique opportunity to reach a receptive and engaged audience.

Your partnership with Michigan Radio means a great deal to us. We hope to continue the relationship into the new fiscal year.  For more information about additional sponsorship opportunities please take a moment to review our latest sponsorship offers, or contact your account executive or myself at kagosta@umich.edu.

Industry Spotlight: Financial Services

You have worked hard to make sure that you are convenient, competitive, accessible and, most importantly, a safe financial solution for your customers.

Because our listeners are educated and affluent, they have the income to be an valuable member of your institution. For example, our listeners are 176% more likely than the average American to have an individual income of more than $150,000.

Sharing your message on Michigan Radio demonstrates your credibility through an association with our trusted and proven news service to this valuable community!



Contact us to find out more about how a Michigan Radio Corporate Sponsorship can help you grow your financial services business!


Insights, Not Sound Bites: How We Serve

The Principles of Public Media

Public broadcasting includes media outlets that operate as a public service.  Unlike commercial broadcasting, public media is non-profit and operates from donations from private citizens and businesses.

In our previous post on the principles of pubic media, we talked about what supporting a strong civil society means to us, as a station.

This time we’re going to talk about how we actually go about doing just that.

Projects and programs like Stateside, The Next Idea, State of Opportunity and The Environment Report are original to Michigan Radio. That means that we research, interview, write and produce these stories right here at the station.

With these programs and projects, we work to engage our listeners in conversation that gets them involved in what is happening in our state, how it impacts each of us and how we can be a part of positive change.

As a corporate sponsor, your dollars help to make these vital programs and projects possible.  Without you we wouldn’t have Issues & Ale discussions, It’s Just Politics or Michigan Watch! We appreciate your support and will keep putting your dollars to work in important ways!

Click on “The Principles of Public Media” under categories to see more in this series.

Source: http://pmintegrity.org/pm_docs/PrinciplesofPublicMedia_001.pdf

Converting Obstacles to Opportunities: Why NPR Listeners Take Action Without “Calls To Action”

By Carol Lawrence, Michigan Radio Account Executive

Why do NPR station listeners take action after hearing a message about a company that does not state a specific call to action such as:  “Call now”, “Visit us at…”,  or “Stop by”?  Let’s start with what NPR is, and why NPR airs corporate messages of support to begin with.

NPR, or National Public Radio, is a privately and publicly funded non-profit membership media organization that serves as a national syndicator to a network of approximately 900 public radio stations.  NPR produces and distributes news and cultural programming that is produced by NPR itself and other content providers such as American Public Media, Public Radio International, and Public Radio Exchange.   NPR is known to present fact-based, independent journalism that examines and airs diverse perspectives.  NPR journalists strive to tell stories in ways that transport the audience to the places where news is happening, and introducing the people affected. These are just two of the reasons that NPR is a unique service that is extremely valued by its members, listeners, and sponsors alike.

As non-profit organizations, National Public Radio stations rely on the financial support of listeners and corporate sponsors who, through their contributions, help make possible the service that NPR provides.  When a company makes a contribution to a public radio station, the station in return airs “thank you” messages, which always begin with…”Support for this station comes from…….”.  The essence of the message IS the very fact that the company is providing financial support for the NPR service in that community.  This alone ingratiates the company into the favor of the NPR listener. The secondary information in the message informs the listener about the funder in a “value-neutral, non-promotional” manner to further endear that company into the heart and mind of the listener.  The message can include things such as how many years the company has been in business, the services the company provides, and how to find out more about the company. 

It is understood that whenever a company shares information about their goods and services, in any form, they are doing so with the hope that you and I will take action and use their goods/services.   In other words, we already know that a company wants “action”, with or without an emphatic “call to action”.  And the good news is that if we do decide to take action we now more than ever have all of the tools necessary to find out anything further we would like to know after being introduced to a company of interest.  Even my 88 year old Mother knows how to use “the Google”!

The next time you hear or see an advertisement that begs:  “Come on by!”…or “Call us now!”…or “Don’t Delay!”…. please take a moment and evaluate for yourself.  Isn’t it already implied that the company wants you to do those things?  Why else would they have told you about their offerings?  Are you more compelled to take action because the company told you to do so?  Or like the NPR listener, are you just as, or even more,  compelled to become a patron of a company who spends all of their treasured time with you speaking factually, one-to-one,  to educate you about who they are and what they have to offer,  leaving you to decide for yourself whether or not to “call now”.

National Public Radio stations and their thousands of new and legacy sponsors are proof that when a sponsor message, sans a call to action, is heard on NPR, the listener responds.  NPR listeners know that, like themselves, the sponsor supports the NPR service that the listener values and trusts.  Secondly, the listener knows that the sponsor wants that listener to use their services. The bottom line is this: NPR and its listeners have trusted, proven, intimate relationships, which deliver time and again for the sponsors.   In such a close relationship, a call to action, truly and simply, goes without saying.

Branding with Michigan Radio: Perception = Reality

We defined branding in part one of the ‘Branding with Michigan Radio’ series. You can read that here.

In this second post, we’ll discuss the best way to get started with your branding plan.

The first thing to consider when building your brand is PERCEPTION.  What many businesses don’t consider is this very critical fact:  Perception = Reality.

How your customer (or potential customer) sees you is FACT for them, whether or not you would agree with it.

Let’s take an example here:  Bill hears from his friend that the manager of your retail location is knowledgeable about the product you sell.  Bill now PERCEIVES that if he needs to learn something about that product, your store would be a great place to do it.

So how do you manage that perception? How can you make sure that your customer base thinks “knowledge” when they see your logo?

The most obvious answer is that you tell them, with your marketing efforts, that you are knowledgeable about your product.  But you must consider that your customers may not trust every word that you tell them.  So you need to look for subtle ways to convince them.

One way is by showing them – make yourself a presence in social media or with a blog and offer FREE KNOWLEDGE about your product.  This will help you prove your point long before your customer makes it to your door.

Another way to manage those perceptions is who you market with.  Choosing a high-quality, intelligent media outlet results in the perception of your brand as also being high-quality and intelligent.

Michigan Radio listeners find our sponsors more credible than their competition, providing a powerful branding vehicle in just 15 seconds.

Your brand is elevated simply by being associated with Michigan Radio. The company you keep matters.

See all the posts in the ‘Branding with Michigan Radio’ category here or go to the next post here.

Insights, Not Sound Bites: Supporting a Strong Civil Society

The Principles of Public MediaPublic broadcasting includes media outlets that operate as a public service.  Unlike commercial broadcasting, public media is non-profit and operates from donations from private citizens and businesses.

As a public media station, Michigan Radio prides itself on supporting a strong civil society.  Which are fancy words for…what?

To put it simply, we are committed to improving society by providing information that educates, enriches and strengthens.  Unlike commercial news stations, we go beyond the headlines to discuss not only the how and why of events but the ways that we can prevent the negative ones and increase the positive.

Our Mission Statement: Michigan Radio’s mission is to produce and distribute trusted content to inform, educate, and entertain people who care about the State of Michigan and the world around them.

Every level of our organization is focused on this mission from reporters to management to membership. Every decision we make is to move our mission forward.

As a corporate sponsor, your support of our mission lends your organization credibility and lets our listeners know that being a part of a strong civil society is important to you.

Click on “The Principles of Public Media” under categories to see more in this series.

Source: http://pmintegrity.org/pm_docs/PrinciplesofPublicMedia_001.pdf