Situation: PRP struggled to increase and maintain underwriting revenue in a smaller market that didn’t have a strong arts community—the typical first-line of support for public radio stations.

Solution: Station and PRP created two publications—a regional almanac and a cultural guide—to act as revenue bridges during slow quarters and bolster the arts community.

Results: Publications helped develop and deepen relationships with local underwriters, especially the arts, major utilities and government agencies. Tying the popular publications to underwriting also helped boost revenue. While this station has not experienced our average growth rate, net revenue per listener hour is more than double the industry average!

Case Studies
Outsourcing overcomes hiring obstacles.
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Category initiative improves inventory management, wins local support.
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Innovative offerings jumpstart sales staff, increase demand.
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Nontraditional revenue streams build bridge for underwriting.
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Recruiting the right people secures strong team.
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