Boston Radio: Tough Choices At WBUR, Sponsorhips Tank

NonCom WBUR, Boston’s NPR station, is facing significant challenges due to a dramatic loss of sponsorship support. Despite an increase in listeners and readers, the station has lost nearly half of its on-air sponsorship income over the last five years. This financial strain has led to the consideration of tough choices, including the possibility of layoffs or a hiring freeze.

WBUR CEO Margaret Low emphasized that this situation is unlike their usual on-air fundraising appeals. The decline in sponsorship money amounts to a staggering $7 million for the station, and unfortunately, it’s unlikely to return. Only 3% of WBUR’s annual budget comes from government funding via the Corporation for Public Broadcasting.

In an effort to navigate these challenges, Low recently held an all-hands meeting with employees, where she shared that WBUR will “likely” need to take measures such as eliminating jobs or stopping hiring to address revenue shortfalls. However, she also highlighted the importance of maintaining quality journalism and avoiding short-term cuts that could undermine the station’s mission.

WBUR’s path forward lies in philanthropic investment, as local news organizations continue to face financial pressures. While philanthropists contributed $500 million to support local news in 2023, local newspapers have continued to shrink. Low aptly described the situation as a “race against time” to sustain WBUR’s vital work.

The challenges WBUR faces are not unique; other news organizations, including large newspapers and NPR affiliates, have also grappled with layoffs and financial difficulties. As the media landscape evolves, finding sustainable solutions becomes increasingly crucial for institutions like WBUR.