NPR sees sharp downturn in advertising revenue, leading to talk of cuts

Washington Post :: NPR, which is a nonprofit organization, derives its revenue primarily from “dues” paid by affiliated stations for its programs; corporate sponsorships; and institutional donations and major gifts, such as the blockbuster $200 million contribution from the late McDonald’s heiress Joan Kroc in 2003. Less than 2 percent of its revenue comes directly from federal taxes. The weakest area, Knell said, has been corporate sponsorship, which pumped about $50 million into NPR last year but has fallen off 2011’s record pace.

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