The Rock Dog began broadcasting July 5th, 2024, so yes...  we ARE "just a pup" in the radio world.   But hey, we love Rock, we love radio, and we love being a part of T-County!    As a non-profit, non-commercial radio station, we don't run traditional radio advertising, but we are supported by underwriting, plus your kind donations!    What is the difference between a "commercial" and "underwriting"?     Commercials can pretty much say anything, but underwriting MUST be "the facts".. the truth about the business.   Basically who they are, what they do, and how to reach them.    Underwriting can't have any "unsubstantiated claims" (like "we're the best", or "no one sells for less").   It can't have prices or discounts (like "now just $29.95", or "mention this and get 10% off").   And underwriting can't have any "calls to action" (which is wording like "give them a call", or "stop by today".. though we CAN say "they're located at..." and give all the contact information).    Where underwriting works best is for companies not selling any particular "widget", but looking for customers and clients.   For instance, a car dealer doesn't particularly care what car they sell, but they do want you to visit their lot and see what they have to sell so you find the right car for you.   Insurance companies, plumbing companies, or anyone with a service or simply wanting to "build their brand" by making people think of THEIR business!    Undewriting does this VERY well!!    What it doesn't do well is sell "bottles of pop for 99 cents".   When it's a particular item to sell, regular radio advertising is a great way to advertise those things.    But for getting people in the door, filling seats, and simply building brand, underwriting does the trick!