The Onco’Zine Brief: Underwriting, Sponsorship and Advertising

The Onco’Zine Brief, a nationally syndicated radio program, offers timely news, information and education from all oncology and hematology disciplines for patients and family & friends of people with cancer and for anyone who wishes to listen to comprehensive, updated and cutting-edge news and information about cancer ? from early diagnosis to treatment.

The Onco’Zine Brief is distributed via a number of independent and non-for-profit radio networks in the United States and around the world, including PRX | Public Radio Exchange, iHeart Radio, UK Health Radio, and, in Arizona via Independent Talk 1100 KFNX. Online the program is available via Spreaker, Stitcher Radio and PodBean. In addition, The Onco’Zine Brief is available for download via iTunes and Google Play.

Why underwriting Can Help Your business

  • Radio’s R.O.I. is $6 for every $1 spent
  • 92% of U.S. population listen to radio each week.
  • The typical person spends 92 minutes per day listening to the radio.
  • Radio reaches 94% of college grads age 18+
  • 96% of adults 18-49 with a college degree and an annual income of $50,000+ tune into radio over the course of a week.
  • Baby Boomers – 80 million Americans born between 1946 and 1964
    • Account for roughly half of all packaged – good sales, almost $230 billion.
    • In five years, they?ll control 70% of the USA?s disposable income.
  • 2 million people age 12+ listen to radio each week.
  • 180% more people will use radio in a week than will go to Facebook in month in the U.S.
  • 50% more people will use the radio than go to Google in a month in the U.S. (61 million)
  • In the United States
    • 20% more people 12+ (240 million) listen to radio in a week than visit internet in a month (195 million)
  • 62% of shoppers are listening to the radio an average of 14 minutes prior to shopping.
  • Over 89% of New/Talk Radio listeners are registered voters and vote in the primaries.
  • 78% of Americans feel that radio can make a difference in the community.
  • Each week, 12+ years tune into radio over the course of a week:
    • 94% of Black Non-Hispanic persons and
    • 95% of Hispanic persons,
  • Radio reaches:
    • 95% of Black Non-Hispanics and
    • 96% of Hispanics age 25-54 over the course of a week.
  • The average person spends 1,000 hours per year listening to the radio, this is:
    • Second only to television at 1,500 hours, while
    • Internet, newspapers and magazines are all under 200 hours per year each.
  • Underwriting of radio programs used in conjunction with television advertising:
    • increased brand recall by 34% than television advertising alone.
  • Underwriting of radio programs used in conjunction with online advertising:
    • Raises the return on investment 4.5 times more than just using internet marketing only.
  • Most radio ads generate emotional levels equal to or higher than television
    • 65% of Americans believe radio is more ?personal? than television.
    • Radio has a 49% better Return on Investment than T.V.
    • Cost effective and direct way to get your message out and promote your business
    • More effective compared to other advertising (billboards, magazines, newspaper, etc.)

Underwriting vs. advertising
As the producers of The Onco’Zine Brief, we uses the term underwriting instead of advertising for sponsorship.

As a program underwriter, informative and concise announcements recognize your business at times when the people you want to reach are listening. People will remember and appreciate you for your part in bringing exceptional programming to the airwaves.

So, what are the rules and guidelines and what can we say about your business?

  • The name of your business
  • The location and phone number where our listeners can reach you
  • Audio logo-grams or slogans that identify and do not promote
  • Value-neutral descriptions of products or services
  • Brand and trade names of product or service listings that do not include qualitative or comparative language

What can not be said?

  • Pricing information
  • Calls to action
  • Talking directly to the listener
  • Inducements to purchase
  • Qualitative or comparative language
  • Subjective language
  • Music or sound-bites | all scripts are read by station personnel

How The Onco’Zine Brief Can Help Your Business
While we, as a public radio program, abide to stricter rules for business underwriting messages than most commercial radio stations, in most cases we can say what you want us to. We just may not be able to use some of the words you might at first think of. And because we know the rules, we can work with you to get your message out.

So, tell us, in broad terms, what you want to say. Then let our copy editors work out the details. We?ll get your message out, and our listeners will appreciate the fact that you support The Onco’Zine Brief without the invasiveness of traditional broadcast advertising.

Key Considerations

  • Keep it clear:
    • State who you are, what you do, and where listeners can learn more.
  • Focus on features ? the direct approach:
    • Instead of ?fast and safe,? say ?240 horsepower and side-curtain airbags.?
  • Reference current creative:
    • Established, non-promotional slogans are allowed
    • Broader themes often emerge from existing ad creative and available radio commercials
  • Acknowledge the environment:
    • Where possible, underscore alignment with the core values of The Onco’Zine Brief listeners.


  • Sponsorship copy is up to 15 seconds (not including standard opening phrase)
  • Copy may be faxed or emailed to our sales representative (see below)
    • Written copy must be submitted with as much lead time as possible before air-date (no pre-produced creative)

Copy Length

  • A fifteen second message uses between 40 and 45 words.
  • A twenty-five second message uses between 75 and 80 words.
    • This is the number of spoken words
      • A street address and phone number each count in words as the quantity of numbers they have. For example, a typical phone number counts as seven words.


A 15 Second Example:
The Onco’Zine Brief on PRX | Public radio Exchange, is, in part, funded by Raul Nader, Lawyer, at 13151 West Maricopa Avenue in Chandler, Arizona. Raul Nader helps in understanding the law. More information is available at XXX 626 9988.

A 25 Second Example:
Raul Nader, Lawyer, brings you The Onco’Zine Brief on PRX | Public radio Exchange. Raul Nader helps in understanding the complexities of the law ? when the law is too complex to understand. More information is available by calling Raul Nader at XXX XXX 9988 or visit the Raul Nader Law-office at 13151 West Maricopa Avenue in Chandler, Arizona.

For more information about underwriting or sponsoring The Onco’Zine Brief, please contact Shaun Mehr at Sunvalley Communication, LLC.

Last Editorial Review: March 16, 2018

Copyright ? 2010 – 2018 Sunvalley Communication, LLC. All rights reserved. Republication or redistribution of Sunvalley Communication content, including by framing or similar means, is expressly prohibited without the prior written consent of Sunvalley Communication. Sunvalley Communication shall not be liable for any errors or delays in the content, or for any actions taken in reliance thereon. Onco?Zine, Oncozine and The Onco?Zine Brief are registered trademarks and trademarks of Sunvalley Communication around the world.