Quick Takes
Now hear this: Audible is underwriting ‘Masterpiece’
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Audible, which sells and produces audio books and spoken-word programming, steps into the spot vacated by designer Ralph Lauren.
Programs/Content
PBS Kids underwriting changes provide more space for sponsor messages
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The updated policy will create new opportunities for delivering promotional messages online.
Development
Coming finale of ‘Downton Abbey’ puts public TV’s sales reps on edge
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With nearly $1 million in local underwriting on the line, PBS is piloting an initiative to bolster sponsorships.
Podcasting
As podcast revenues climb, NPR board questions effect on radio sales
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With podcast revenues and downloads climbing, the NPR board discussed underwriting standards and the impact on broadcast underwriting.
Development
Ira Glass: Public radio can capitalize on its popularity without selling out its mission
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In a commentary, the This American Life creator elaborates on his claim that “public radio is ready for capitalism.”
Quick Takes
Baltimore paper questions underwriting practices at WYPR-FM
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A lengthy cover story in Baltimore’s City Paper said the station fails to distinguish between underwriting and editorial content.
NPR
NPR extends contract for new underwriting voice
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Jessica Hansen, NPR’s new voice of its underwriting credits, will continue through, at least, June.
"The Pub" Podcast
The Pub, Episode 5: End of the vocal fry debate, Jacki Lyden on fashion, and lessons from commercial media
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On this week’s podcast, a conversation with a former NPR host about her new micro-news organization reporting on fashion, and more.
System/Policy
FCC denies stations’ bid for looser underwriting language
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A public radio licensee’s bid to boost underwriting revenue by skirting restrictions on credit language met with a flat rebuttal from the FCC May 15. The licensee of Phoenix’s KBAQ and KJZZ asked the Commission in March to approve a three-year “limited and controlled demonstration project” to relax limits on language in the stations’ underwriting credits. Maricopa County Community College District proposed allowing qualitative terms, such as “award-winning” and “experienced,” and information about sales, discounts and interest rates. Such wording is currently barred under FCC rules. Maricopa argued that the relaxed restrictions would help the stations increase underwriting income amid a challenging climate for public broadcasting funding.