Products

Radio Credit - Network

Available for: Audio, Radio

On-air messaging with NPR identifies and describes sponsors, offering a unique and effective complement to any national advertising campaign. Messaging guidelines are shaped by audience research as well as government regulations to provide a sponsorship environment that works best for listeners and sponsors alike.

Messaging that works on NPR:

  • Keep it clear: State who you are, what you do, and where listeners can learn more. Operating divisions and subsidiaries may be named as well.
  • Focus on features: Instead of “fast and safe,” say “240 horsepower and side-curtain airbags.” NPR listeners prefer a direct approach.
  • Reference current creative: Established, non-promotional slogans are allowed and broader themes often emerge from existing ad creative.
  • Acknowledge the environment: Where possible, underscore alignment with NPR and listener values.

NPR has an open access policy for considering funding sources. Learn more here.

Broadcast Calendar & Copy Guidelines

Specs

Duration
15 seconds (not including standard opening phrase)
Submitting Copy
Copy may be faxed or emailed to your NPR sales representative.
Written copy must be submitted with as much lead time as possible before airdate (no pre-produced creative).
Preamble
All messaging on NPR must include the legal name of the sponsor, read following the standard opening phrase: “Support for NPR comes from…”