A Sustainable Future: 2023 Annual Report

February 21, 2024

Deepa Fernandes, Robin Young and Scott Tong of Here & Now. (Liz Linder for WBUR)

WBUR'S STRATEGIC PLAN

Journalism is in peril. The way people get information has shifted rapidly and news consumption overall has declined. This has created challenges for media organizations, particularly local newsrooms. Several studies have shown that democratic systems suffer when local news declines. WBUR can be an antidote to the divisive media landscape. We have long invested in our local news and programming. And we are mapping a future for our vital public service.

We are executing a multi-year strategic plan to continue this work. At its core: our continued focus on editorial excellence. We are also deepening our relationship with our audience while bringing WBUR's journalism to more people. You'll note investment from our organizational reserves in the Fiscal Year 2023 revenue chart to make this possible.

WBUR's fiscal year runs from July through June. This chart summarizes the financial picture from July 1, 2022 through June 30, 2023.

Our data shows us that more people are tuning in to WBUR on air this year. They are also listening longer. And more people are pressing play on our podcasts. All are indications that WBUR is serving more people. In fact, WBUR is now the number one news station in Boston, according to the audience tracking firm Nielsen.

The generosity of our audience is the central pillar of WBUR's support.

We must ensure WBUR has a strong financial backbone, so we're investing in new initiatives. You read about the Circle Round Club earlier in this report, which has brought new first-time Members into the WBUR fold. This year we also launched the Bob Oakes Legacy Circle, a planned giving initiative honoring our longtime Morning Edition host. Some supporters have already made the meaningful and deeply impactful decision to leave a gift to WBUR in their will. These gifts go a long way to securing WBUR's future.

Robin Young speaks with former Morning Edition host Bob Oakes at the inaugural Bob Oakes Legacy Circle event. (Liz Linder for WBUR)

At the same time, we are investing in technology upgrades — a new donor database, for one, as well as a new email marketing platform — that will transform the way we work and help build a larger, more deeply engaged audience. Modernizing WBUR's digital infrastructure will provide a more personalized experience for our community. It will help us know our audience better, deepen our relationships with them and bring new people into our circle.

All this work will help future-proof our revenue, ensuring WBUR's presence in our community for decades.