How does community radio support local business?

Valley Free Radio does one thing really well: spreading the word.

Our listeners are passionate about local. Community radio tends to attract independent thinkers who value local interests, local music, local voices, and local business. That means YOU.

Underwriting is a simple, tax-deductible way to gain on-air mentions for your business or event.

Let us help you grow your business! Read on for rates and offerings…

photo credit: Bill Madden
photo Bill Madden

The Basics

Underwriting is a tax deductible way of getting on-air mentions of your business or event. We are a non-profit, educational radio station that specializes in everything local. Our community is passionate.

You can underwrite your favorite show or underwrite the entire station. It simply depends on whether your on-air mentions are concentrated during a particular time block or across the station’s schedule.

For example, if you create Kawaii art, you might want to underwrite I Heart JRock, where the listenership will already be interested in Japanese culture. Your business would get on-air mentions only during that time. However, if you are a local restaurant, choose the general underwriting to reach a wider local audience. General underwriting offers your on-air mentions throughout the day and night.

Underwriting is tax deductible!

Contact us at: Underwriting@valleyfreeradio.org


  • Annual: $2250/year – 25% reduction for year’s underwriting (normally $3000)
  • Monthly: $250/month – 10 on-air mentions per week, spread across schedule. limited spots for Democracy Now!
  • Per Unique Show: $50/month (1 hour program) or $100/month (2 hour program)On-air mentions during an individual VFR show; that show will thank you on air!


  • Monthly underwriting spots are distributed between prime, early morning, and night time
  • Monthly underwriting is played throughout the day
  • Underwriting for an individual show will only be aired during that weekly time slot.

The Format

Underwriting is form of donation, and we can thank our donors on air. Because of the nature of community radio, we are regulated differently than commercial radio.

The underwriting format is going to look different. Here’s what you’ll hear:

“Underwriting for [program or “Valley Free Radio”] is provided by [Underwriter], [information about the underwriter], located at [location]. More information is available at [web address/phone].”

Underwriting is not...

  • Political endorsements
  • Calls to action (“sign up for…”)
  • Price information (incl. “free”)
  • Qualitative statements (“excellent support”)
  • Comparative statements (“best around”)


  • Avid community of local listeners who love to support community radio and local business
  • We have a listening radius of appx 20 miles around Northampton
  • Our listenership is globally increased by our online streaming.

Sign up or Learn more

Email us at Underwriting@valleyfreeradio.org