How to Adapt Commercial Radio Co-Op Copy for Public Media Underwriting
Here’s a pop quiz (remember those from high school?)
What is cooperative (co-op) advertising?
Give up? Simply put, it’s the sharing of costs for locally placed advertising (or underwriting), whether it’s digital or otherwise, between a retailer or wholesaler and a manufacturer. Co-op advertising can benefit your underwriters and your station.
Using co-op is another way to add to your sales and successes. It’s not a seasonal promotion. Co-op underwriting can be used year round.
But what about the underwriting copy when you’re working with co-op? You’ve likely heard some commercial radio co-op commercials and may have wondered how can you make that work for public media while being compliant with FCC underwriting rules.
It’s not a heavy lift to adapt commercial radio copy for use in public media. Starting with the commercial radio copy examples below, delete the wording that’s not FCC compliant. To rewrite your co-op copy, make sure you:
- Identify the underwriter
- Describe its business, products and/or services
- Include information where the listener/viewer can contact or learn more about the underwriter (i.e. phone, website, physical address).
Does that sound familiar? It’s the same information you use in copy that’s not part of co-op underwriting.
Let’s take a look at some actual home improvement and home and garden scripts from commercial radio. (Those two categories should be on your list for prospecting this time of year.) Yes, the scripts are verbose, promotional, and would not be acceptable for public media without being edited. Each of the following examples include the co-op copy used for commercial media and is then followed by an example of how the copy can be made public-media-friendly while remaining compliant with the FCC’s copy rules.
Samples of Co-Op Copy and Rewrites
Commercial Co-Op Copy:
Hi, I’m Doug Kline from American Home Improvement. Sure, someone working out of the back of their truck can always offer you a cheaper price, but sometimes they’re kind hard to find after the job is done [Drop in operator disconnection notice.]
That’s your bargain? Not! Remember, American Home Improvement has been there for you for 22 years offering quality roofing, siding and replacement windows. Dependable, reasonable and as consistent as ketchup in my coffee. That’s American Home Improvement on South Main Street in Elkhart.
Edited for Public Media:
Support comes from American Home Improvement. For 33 years offering roofing, remodeling, siding and replacement windows for the home. That’s American Home Improvement on South Main Street in Elkhart. Photographs online at (web address). (Alternate ending: or by phone at (phone number.)
Commercial Co-Op Copy:
Are you having another day where you just can’t get motivated? Reno Kitchen and Bath says don’t blame your lack of enthusiasm on a lack of sleep. Blame it on your bathroom! If your bathroom is as dull and boring as a bathroom can be, then it’s no wonder you couldn’t get excited this morning about getting ready for another day! You need a new bathroom from Reno Kitchen and Bath. Reno Kitchen and Bath offers professional design planning and free estimates and they offer beautiful bathroom vanities you can really get enthused about. Now when today is over, will you return home to a kitchen that’ll bore you? Then you need new kitchen and bath cabinets. They’re cabinets that are beautiful, durable, and feature convenient self-closing hinges, roll-out trays, and more! Hey, if you can’t get motivated, you don’t need more sleep. You need to visit Reno Kitchen and Bath for an exciting new kitchen and bath. For a free in-home quotation, call Reno Kitchen and Bath at 555-5555. It’s easy to remember… 555-5555, or visit their showroom at (address).
Rewritten for Public Media:
Support comes from the Reno Kitchen and Bath Company offering cabinets that feature roll-out trays and self-closing hinges, for drawers and for cabinet doors. Design consultations for remodeling kitchens or baths are available at the Reno Kitchen and Bath Company at 555-5555 or Reno KB dot com. (Alternate ending: to their showroom at (address).
Commercial Co-Op Copy:
(VOICE. 1:) So there I was in the middle of painting my living room with the Sultan Sandy Beige I picked up at Capitol Paint and Wallpaper when the door bell rang.
(SFX:) (DING DONG)
(VOICE 1:) And there she was… my mother-in-law.
(VOICE. 2 ON THE PHONE:) You’re kidding.
(VOICE 1:) No. It was a nightmare. And the worst part was that she was holding this cheap can of paint that she picked up at the factory discount paint store. You know, you would think a woman who complains to me about shopping with coupons would know better that to skimp on paint.
(ANNOUNCER:) All this month at Capitol Paint and Wallpaper, you can save $4 per gallon on Sultan Sandy Beige, Peacock Magic Purple or any of out 1600 colors in the Benjamin Moore’s top-of-the-line interior latex paints. And no coupon required.
(SFX: (DING DONG)
(VOICE 2 ON PHONE): Uh, oh..! I think she’s back.
(VOICE 1:) Well, let’s hope she brought some brushes today.
(ANNOUNCER:) You can take advantage of our $4 per gallon sale on Benjamin Moore Interior Paint all this month at Capitol Paint and Wallpaper located on Odana Road in the White House Shops, and Monowa Drive in the Lake Edge Shopping Center. Sale ends soon.
(SFX: KNOCKING ON DOOR WITH MUFFLED FEMALE VOICE ) Hello dear. Anyone home? I’ve brought some wallpaper.
(ANNOUNCER): And feel free to bring your mother-in-law.
Rewritten for Public Media:
Support comes from Capitol Paint and Wallpaper, featuring an array of colors in the Benjamin Moore’s Interior Latex Paints including Sultan Sandy Beige and Peacock Magic Purple. Capitol Paint and Wallpaper, on Odana Road in the White House Shops, and Monowa Drive in the Lake Edge Shopping Center. More information is online at (web address). (Alternate ending: or at phone number).
Commercial Radio Co-op Copy:
(Announcer:) Blossom Garden Center – snapdragons, marigolds, impatience, petunias, mums, gardenias, roses, tulips, violets, daisies, carnations, gladiolas. Blossom Garden Garden center….magnolia, dogwood, spruce, evergreen, maple, cherry blossom, pine, forsythia, pear. Blossom Garden Garden Center… potatoes, carrots, asparagus, lettuce, tomatoes, cabbage, onions, beans, corn. Blossom Garden Garden Center…seeds, tomatoes, cabbage, onions, beans, corn. Blossom Garden Garden Center..seeds, bulbs, foliage, house plants, trees, shrubs, fertilizer, tools, landscaping, pottery, baskets, plants, bouquets, arrangements, corsages, decorations, crafts, gourmet condiments…. Blossom Garden Garden Center…everything you could possibly need for indoor and outdoor planting. Blossom Garden Center – (Location)
Edited for Public Media:
Support comes from Blossom Garden Center. Annuals, perennials, and gardening tools are among the items offered for indoor and outdoor planting. The Blossom Garden Center, at the corner of Elm and Main Streets. Additional information is online at (web address). (Alternate ending: or at phone number).
Alternate versions of the Blossom Garden Center copy can include the types of flowers they sell, i.e. snapdragons, marigolds, impatience, petunias, mums, gardenias, roses, etc. Multiple versions of the copy can be rotated in your media schedule. Keep in mind to avoid copy that is a menu list of items.
Commercial Radio Co-op Copy:
VOICE 1: We all know someone who believes their plants are more than…well, just plants. They feed and water them…they talk to them…
VOICE 2: Hello bootsie, hiya poopsie.
VOICE 1: They even name them.
VOICE 2: Perk up, Fred!
VOICE 1: People who love their plants just seem to get a certain “something” from helping them grow. It’s something that non-plant people can never really understand. But Doctor Richard Finlan does. He owns The Greenery over on East Grand at LaVista Drive in Dallas and he understands your plants. Doctor Finlan’s been in the nursery business since man landed on the moon — and he knows that plants are a little like people: they have good days when they’re blooming with health and days when they seem a little off-color. Now, you can bring in your plants to the Greenery and the good doctor will diagnose the problem and prescribe the solution that puts your plant back in the pink. Kinda like a clinic for plants. And remember, at the Greenery, you’ll find all the plants you need to brighten up your home and landscape your yard. The Greenery, on East Grand at LaVista Drive, is open Thursday thru Sunday. And when the Greenery is open, the doctor is in.
Edited for Public Media:
Support comes from The Greenery on East Grand at LaVista Drive in Dallas, in the nursery business since 1969. They can diagnose unhealthy plants’ problem and prescribe a solution at the Greenery, where they also have plants for the home and for landscaping the yard. The Greenery, on East Grand at LaVista Drive, is open Thursday through Sunday (Alternate ending: add in a phone number or website.)
So there you have it; examples and ideas for adapting home improvement and home and garden radio commercials to be acceptable underwriting copy.
Keep in mind that you should always have your underwriter submit the underwriting copy to the manufacturer’s co-op department for pre-approval to make sure it is approved before airing.
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