Coleman Insights, in collaboration with Greater Public, will introduce The State of Public Radio Underwriting, a new qualitative study focused on the challenges, opportunities, and changing realities facing public radio underwriting professionals across the United States, at next week’s Public Media Growth Conference in Chicago. The study is designed to gather perspectives from underwriting and sponsorship sales professionals representing a range of station sizes, market types, and levels of responsibility. Coleman Insights will recruit participants for the study at its booth during the conference, with in-depth online interviews scheduled to take place after the event.
Through one-on-one conversations, the study will explore topics including revenue growth, advertiser expectations, competitive pressures, audience changes, sales effectiveness, team structure, training, measurement, and the expanding role of digital sponsorship opportunities.
“The underwriting environment is evolving quickly, and stations need a clearer understanding of both the pressures and the possibilities in front of them,” said Warren Kurtzman, President of Coleman Insights. “This study is intended to surface practical insights that can help public radio organizations strengthen underwriting performance and build sustainable revenue growth.”
Findings from the study will be shared first through an exclusive webinar this fall presented in collaboration with Greater Public.
Conference attendees are invited to visit Coleman Insights at Booth 22 at the Public Media Growth Conference July 8-10 at the Hilton Chicago to learn more about the study and sign up to participate.
You must be logged in to post a comment.