Given the decrease in federal support over the past decade, public broadcasters and program producers have been forced to seek new revenue streams in order to continue providing their valuable service to our American democracy. If effectively utilized, a well-maintained Worldwide Web site can assist these organizations with this challenge by expanding audiences and generating revenue.
This report examines the extent to which some public radio program producers are effectively incorporating Web site maintenance into their overall operations. Specifically, it seeks to determine whether public radio program producers are capitalizing on this relatively low cost tool as a means of program distribution and revenue generation and if they can serve as models for other public broadcasting organizations facing this challenge.
