Funding cuts may make public radio more reliant on old, rich, white donors

"Listeners Like Who? chronicles a contradiction at the core of public radio: the listener-member model that public radio has turned to after decades of government underfunding conflicts with its stated goal to reflect and serve all Americans. The model is also making it harder to diversify its audience - a crucial step as its listeners age and digital listening displaces radio - Garbes writes."

"After years of interviews, research, and writing, Laura Garbes submitted the final draft of her book on public radio in December 2024. By the time Listeners Like Who? Exclusion and Resistance in the Public Radio Industry published last month, a lot had changed. Following Trump's election and federal defunding of public media, the Corporation for Public Broadcasting announced it would shut down and NPR member stations - especially those in rural or economically disadvantaged areas - are facing cuts, layoffs, and potential closure."

"Losing the rest of the public funding is likely to make the problem worse. In the face of cuts, many stations are issuing renewed appeals to their traditional donor base, making public radio even more reliant on private donations and an audience that's older, whiter, and richer than the average American. Many in public radio are worried the donor appeals are not sustainable in the long term."

Public radio increasingly relies on a listener-member funding model that conflicts with its stated goal to reflect and serve all Americans. Reliance on private donations concentrates dependence on an older, whiter, wealthier donor base, making stations vulnerable to cuts, layoffs, and closures, especially in rural and economically disadvantaged areas. Federal defunding and the Corporation for Public Broadcasting shutdown exacerbate financial strain and intensify appeals to traditional donors. The funding model hinders audience diversification at a time when listeners are aging and digital platforms displace radio. Interviews with 83 public media workers conducted in 2020–2021 capture newsroom commitments to diversify and concerns about effects on programming and journalists of color.

Read at Nieman Lab