WBUR’s CitySpace. Photo via WBUR.org.
If any form of media were well-positioned to respond to the decline of large daily newspapers, it was — seemingly — public radio.
For one thing, the business model wasn’t broken. Many people were still commuting to work in their cars. For another, public radio stations, unlike nearly all newspapers, are nonprofits, meaning they can attract funding from a more diverse range of sources: tax-deductible listener donations, large grants and even (in some states, anyway) direct government funding. (Public radio also receives a small amount of funding from the Corporation for Public Broadcasting, which disburses federal money.)
When I was reporting on the Denver media environment for “What Works in Community News,” I learned that Colorado Public Radio was perhaps the largest news organization in the state — larger than any newspaper or digital source and on a par with the city’s TV news operations.
But things have changed. Post-pandemic, people are commuting fewer days each week. They also have more choices, and may be listening to a podcast while driving rather than public radio. Of course, public radio has a lot of podcasts, but they’re operating in a more competitive environment than they are on the radio dial. In Washington, WAMU Radio recently announced deep cuts and the closure of its DCist website. NPR itself is downsizing its workforce by about 10%, citing a drop in ad revenues.
And now that difficult environment has come to Boston, with WBUR Radio (90.9 FM) telling listeners that it may impose a hiring freeze or even cut jobs if listeners don’t increase their giving in order to offset a decline in advertising. The station’s chief executive, Margaret Low, told Aidan Ryan of The Boston Globe that income from on-air sponsorships has dropped by 40% over the past five years, even as its audience has continued to grow. (Here is a different version of that story from Boston.com, the Globe’s free sister site.)
“The business has never been harder, full stop,” Low told Ryan.
Low laid out the challenges facing WBUR in some detail in a letter sent to members, which is online at CommonWealth Beacon. She says in part, “At WBUR we’ve seen a dramatic loss of sponsorship support. In the digital age, almost all that money now goes to the big platforms — like Facebook, Google, Amazon and Spotify,” adding: “Sponsorship dollars won’t return to previous levels. These are not temporary ups and downs. They’re long-term shifts.”
Boston is in the unusual position of having two large news-oriented public radio stations. In 2009, WGBH Radio (89.7 FM) switched to an all-news format and has competed head to head with WBUR ever since. WBUR has a larger news operation and has generally led in the ratings, but both operations have carved out their own niche, with WBUR focusing more on news and GBH, as it is now known, taking a lighter, more talk-oriented approach.
I haven’t heard anything about possible cuts at GBH News, as the outlet’s local operation is known and that comprises radio, television (Channels 2 and 44) and digital. Last month, though, the Globe’s Mark Shanahan reported on workplace tumult at the organization, which included a three-month investigation into allegations of bullying and intimidation. So all is not well at either of the city’s public radio outlets.
Together, WBUR and GBH News function as the city’s No. 2 news outlet after the Globe. The local television stations do a good job and outlets like the Boston Herald, Universal Hub, CommonWealth Beacon and neighborhood papers make a contribution as well. But the WBUR-GBH combine is vitally important to the civic health of the city, providing a free alternative to the Globe. Their continued viability is something that ought to concern all of us.
(Disclosures: I was a paid contributor at GBH News from 1998 to 2023, and I’m currently a member of CommonWealth Beacon’s unpaid Editorial Advisory Board.)
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