"As its federal funding came under threat," U.S. National Public Radio increased its ad sales. "Public-radio stations now count 18% of their revenue from businesses, compared with 11% from the federal government." Corporate "underwriters" include Clear Channel Communications, Starbucks and Wal-Mart Stores. "More on-air sponsorships are now weaved into programming breaks rather than lumped at the end of each show," reports Sarah McBride. "And more minutes per hour are given over to these announcements, a sweetener for all concerned because such underwriting is tax-deductible." The trend was informed by a 2004 report for 21 large public-radio stations, which found listeners disliked on-air pledge drives, but "weren't bothered by" fundraising by direct mail or on-air underwriting. NPR ombudsman Jeffery Dvorkin admits that listener concerns "about corporate influence on programming as well as the number of messages" are increasing.
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