Coleman Insights to Study Public Radio Underwriting

RADIO ONLINE | Tuesday, June 30, 2026 | 3:31pm CT

Coleman Insights

Coleman Insights, in collaboration with Greater Public, will launch a new qualitative research project examining the evolving landscape of public radio underwriting during next week's Public Media Growth Conference in Chicago.

The study, entitled "The State of Public Radio Underwriting," will explore the challenges, opportunities, and changing realities facing underwriting and sponsorship sales professionals at public radio stations across the country. Researchers will recruit participants at the conference, with one-on-one online interviews scheduled following the event.

The research will include underwriting professionals representing a variety of station sizes, market types, and organizational roles. Interview topics will include revenue growth, advertiser expectations, competitive pressures, audience trends, sales effectiveness, team structure, training, audience measurement, and the growing 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."

The findings will be unveiled first in an exclusive webinar this fall presented jointly by Coleman Insights and Greater Public.

Conference attendees can learn more about the study and volunteer to participate by visiting Coleman Insights at Booth 22 during the Public Media Growth Conference, scheduled for July 8-10 at the Hilton Chicago.