Introduction
Hi there,
Sun’s out, Karlis is out. That’s my summer vibe.
I had a hard time writing this newsletter at my desk while watching my neighbors head out for an afternoon walk. When
the sun finally shows up, my focus is scattered: it’s harder to motivate myself to work, but suddenly very easy to plan
a weekend getaway or decide which flowers should go in the backyard.
And honestly, that’s when I’m most open to hearing from a brand in the summer — when they have something to offer me in
my “sun’s out” era. I’m not the only one like this.
Keep reading to see how audience attention shifts this time of year, and how you can make sure your brand shows up in
the moments that matter, not the ones that get skipped.
Until next time,
Karlis Collins, Director of Marketing
What’s happening out there?
Why Some Messages Stick — and Others Don’t
Most marketing messages are forgotten within seconds. But the ones that stick share a few key traits: they create an
emotional response, feel relevant, and are easy to process. Attention alone isn’t enough.
Context also matters. When ads align with their surrounding environment, they become significantly more
memorable. It’s not just what a brand says, or where it appears—it’s how well those elements work together.
That’s because media environments aren’t equal. Some are built for speed and clicks, while others (ahem!) favor focus,
curiosity, and deeper engagement—moments when audiences are genuinely open to absorbing a message.
The takeaway for marketers: Focus less on saying more, and more on saying one clear thing—in the right
context, at the right moment, where audiences are already leaning in.
Find the right context for your message.
What’s happening at GBH?
Where Audiences Are Leaning In
- Expanding trusted news across Massachusetts
GBH and New England Public Media (NEPM) plan to merge, creating a statewide network reaching more
than 1.3 million people weekly—while preserving local voices and coverage. - Strengthening local reporting on the ground
GBH News has moved its Worcester bureau to the Worcester Public Library, expanding local journalism access in the
community. - Reimagining storytelling for every screen
AMERICAN EXPERIENCE is evolving into a multi-platform, digital-first series that will bring trusted history
storytelling to every screen. - Honoring leaders in trusted journalism
GBH will present its inaugural Impact Award to Marty Baron at the 75th Anniversary Gala,
recognizing his lifelong commitment to truth and a free press
Curious about how your brand can align with these initiatives?
Don’t Miss This
Where Your Message Can Stick This Summer
Summer in New England is special. We welcome the sun to shoo away winter and infuse our routines with fun. Our time
becomes more precious, and that changes how we engage with content.
That’s also what makes this moment valuable for marketers.
While some media becomes easier to ignore, others continue to play a steady role in people’s routines – the
shows they love and the voices they trust.
At GBH, that looks like:
Habit-driven listening — from morning news during AM drive to gripping dramas on road trips.
Yankee)
Content tied to what audiences are doing now — improving homes, traveling, and spending more time outside.
Opt-in channels where audiences choose to hear from us — creating space for deeper storytelling and timely,
relevant messages.
These aren’t interruption-based environments. They’re chosen moments — which makes the messages within
them more likely to land and be remembered.
Keep your brand visible this summer.
Sponsor Spotlight
Classic Harbor Line | Classic Harbor Line
operates a fleet of historic-looking vessels designed for comfort and style, primarily in scenic locations like New
York, Boston, Newport, and Key West.
A word from our Sponsor:
“GBH is an important part of our community, and we are delighted to partner with them. We
value our waterfront community and sharing the boating experience with our greater Boston community. Sponsoring
programs with GBH just makes sense!”
– Nick Clanton | Classic Harbor Line Boston Branch Manager
Classic Harbor Line sponsors GBH Radio, Digital, Streaming and Newsletters.
Why is this newsletter called the Halo?
Our audience trusts us and, in turn, our sponsors. That’s the halo effect and it’s unique to public
media. Sponsor GBH to align your brand with the nation’s flagship public media organization.
GBH offers sponsorship packages that can include audio, video, digital and events.
GBH Radio: GBH 89.7 | CRB Classical 99.5 | CAI
GBH TV: GBH 2 | GBH 44 | PBS KIDS
Introduction
Hi there,
I’ve been trying to pay more attention to the world around me.
Lately, that’s meant eating my breakfast outside. Before I settle in for work, I take a few minutes to sit on my deck that desperately needs repair, listen to the birds I can’t identify, and notice what’s going on around me.
But when I become curious about something that matters to me, that quiet focus shifts. If I’m trying to make sense of world conflicts, checking in on the (chaotic) World Cup, or researching that bird I just saw, I tune in—and I go to the same few sources every time. The ones I trust. The ones that get me what I need, quickly.
It got me thinking: attention isn’t gone—it’s just more intentional now.
Keep reading to see where audiences are choosing to pay attention—and what that means for your brand.
Until next time,
Karlis Collins, Director of Marketing
Contact us to see how your brand can show up in moments that matter.
What’s happening out there?
Attention Isn’t Given — It’s Earned
It’s getting harder for brands to hold attention—and easier for audiences to tune out.
People are more selective about what they engage with, quickly dismissing messages that feel irrelevant or easy to ignore. Even strong creative can fall flat if it shows up at the wrong time or in the wrong context.
But attention doesn’t disappear — it just goes somewhere else. You can see it in Boston this summer as the World Cup brings people together—drawing attention, energy, and shared experiences across the city. When something meaningful happens locally, people show up.
Audiences still lean into big moments through the content they love (and binge), the news they trust, and the platforms where they expect something meaningful. In those moments, they’re receptive.
As attention becomes more limited, brands compete to be seen and welcomed. For marketers: earning attention starts with understanding where it already exists—and showing up in those moments with something worth noticing.
What’s happening at GBH?
Where Audiences Are Leaning In
- GBH News is following the people — and problems — involved with putting on the World CupLocal reporting and storytelling as global attention turns to the region.
- How GBH is Telling the Story of America’s 250 YearsA multi-platform effort exploring history, identity, and the future of the country.
- GBH Loves to ReadSummer book recommendations from GBH staff.
Where audiences are already leaning in.
Don’t Miss This
The Moment Matters: GBH Turns 75
Some moments bring people together. Others create lasting connections.
GBH’s 75th Anniversary Gala is one of those moments—a one-time celebration of the stories and programs that have shaped New England and audiences nationwide, including NOVA, MASTERPIECE, and ANTIQUES ROADSHOW.
It’s also a new way for local businesses to partner with GBH. In addition to presence at the event sponsors become part of a broader storytelling experience that extends beyond a single evening. Sponsors can connect their brand to this milestone through:
Moments like this don’t come around often. And when they do, they create space for brands to be part of something people care about—not just something they see.
If you’re thinking about how your brand shows up in moments that matter, this is one worth exploring.
The Halo is taking a break for July and August. We’ll see you again in the fall. Have a wonderful summer! ☀️
Why is this newsletter called the Halo?
Our audience trusts us and, in turn, our sponsors. That’s the halo effect and it’s unique to public media. Sponsor GBH to align your brand with the nation’s flagship public media organization.
GBH offers sponsorship packages that can include audio, video, digital and events.
GBH Radio: GBH 89.7 | CRB Classical 99.5 | CAI
GBH TV: GBH 2 | GBH 44 | PBS KIDS
Introduction
Hi there,
Truth time. When I’m doomscrolling, I’m not looking to improve myself. I don’t want an ad telling me how to read more, work smarter, or “be better.” I’m intentionally scrolling. Leave me alone!
That habit has made me think differently about context. When am I open to a message? And when does it actually land? This month’s Halo looks at how where your brand shows up matters just as much as what you say.
And for brands in home, travel, and landscaping, the “Don’t Miss This” section below shows how context and timing come together this season on GBH.
Karlis Collins, Director of Marketing
What’s happening out there?
Context is as important as what you’re saying
We’re living in a media environment where content is everywhere, all the time, all at once, and not all of it is well-researched or fact-based. As misinformation and low-quality content continue to spread, audiences are paying close attention to where they spend their time and what kinds of messages they’re open to receiving there.
That distinction matters for brands. Research from the Reuters Institute’s 2025 Digital News Report shows that when people want to verify information or stay informed about what matters most, they still turn first to trusted news brands. Those environments signal credibility, care, and accountability. That signal extends to the messages that appear alongside it – especially in public media.
Pew Research Center points to a similar trend. Growing concern about misinformation has made audiences more intentional overall. People are evaluating media environments more critically, gravitating toward spaces that feel reliable, and tuned out of places that feel noisy or questionable.
For marketers, this changes the role of media placement. A brand’s message inherits meaning from its surroundings. In trusted, high-quality environments, brand messages feel relevant and welcome. In cluttered or low-trust spaces, even well-crafted messaging can feel intrusive or easy to ignore. As trust becomes harder to earn, context becomes part of the strategy.
What’s happening at GBH?
- Debra Simmons, Editor-in-Chief of Special Editorial Projects, talks about what audiences can expect from GBH’s coverage of America 250.
- GBH partners with local museum to expand History and Civic Education on PBS LearningMedia.
- Get local news on the go with the new GBH News app!
- Or escape the news and opt for the relaxing Dream Stream in the CRB app.
- View GBH’s 2026 Annual Report.
Curious how your business can get involved with these initiatives, programs, and events?
Don’t Miss This
Spring Into GBH
Spring is when New Englanders commit to action — starting home projects, planning travel, and investing in outdoor upgrades. GBH connects your brand with engaged, decision-ready audiences at the exact moment they’re choosing who to hire, where to go, and what to buy.
If your company peaks in spring and summer, GBH delivers the right audience at the right time:
Why GBH works in spring
GBH’s trusted lifestyle programming creates the perfect context for brands focused on home, travel, and quality of life – environments where your message feels useful, relevant, and welcome.
Sponsor Spotlight
The Trustees | Explore Massachusetts’ most breathtaking landscapes with The Trustees, the nation’s oldest land conservation and preservation nonprofit.
A word from our Sponsor:
“GBH’s mission to inform, inspire, and connect communities aligns perfectly with our work protecting the landscapes and stories that define and shape New England. We’re proud to support a station that brings the world into people’s homes, just as we work to bring people out into the world—to explore, discover, and fall in love with the special places we protect.”
– Sarah Cassell | Managing Director of Marketing and Communications
The Trustees sponsors GBH radio, digital, and podcasts.
Why is this newsletter called the Halo?
Our audience trusts us and, in turn, our sponsors. That’s the halo effect and it’s unique to public media. Sponsor GBH to align your brand with the nation’s flagship public media organization.
GBH offers sponsorship packages that can include audio, video, digital and events.
GBH Radio: GBH 89.7 | CRB Classical 99.5 | CAI
GBH TV: GBH 2 | GBH 44 | PBS KIDS
Connecting Your Brand With Our Community
Hi there,
That “Good Will Dunkin’” Super Bowl ad made me laugh — but those AI-youngened celebrities? Creepy. AI is in that weird space right now: it’s here, but it’s not quite there yet. You can still feel when something isn’t quite human.
And honestly, that’s why real stories matter more than ever. People connect with people. GBH has known that for 75 years, and it’s exactly why brands that sponsor GBH earn something priceless: trust. Today, trust is becoming the deciding factor in whether people pay attention, engage, or buy.
See what’s happening out there and how GBH can help you stay ahead.
Karlis Collins, Director of Marketing
What’s happening out there?
Trust Is Becoming the Core Currency of Marketing
Customers are becoming more selective about the brands they give their time and money to. Trust is now the deciding factor. NIQ’s latest 2026 Consumer Outlook finds that 95% of consumers say trust is critical when choosing a brand, making it one of the strongest drivers of purchase behavior globally.*
Attest’s 2026 U.S. Consumer Trends Report reinforces this shift: in a year of cautious spending and declining loyalty, trust determines whether people spend with a brand at all.**
From the brand side, Kantar’s 2026 Marketing Trends report finds that companies that “show up consistently” and communicate with clarity and credibility are the ones that continue to grow.***
For New England marketers, the takeaway is simple: when trust drives consumer choice, your message resonates more deeply in environments where trust is already earned.
What’s happening at GBH?
- Brush up on Black History this month with PBS documentaries and GBH originals.
- GBH News is visiting all 26 gateway cities in Greater Boston, highlighting communities that are often left out of the news cycle.
- Catching The Codfather, GBH News’ latest podcast, launched this month. Enjoy with companion videos from the GBH Archives on YouTube.
- THANK YOU to our presenting sponsor Roger’s Fish Co.!
- Michelin recognized chef Tracy Chang joins GBH Amplifies, our weekly community conversation at GBH’s Boston Public Library Studio.
Don’t Miss This
GBH: More Than Radio and TV
If you still think GBH is just radio and TV, think again. People consume media all day across countless platforms, and that fragmentation makes it harder than ever for marketers to reliably reach target audiences. That’s why, over the last several years, we’ve been innovating and testing new ways to put your message in front of our loyal audience.
Our latest digital offerings make it easy for you to reach your target consumers when they’re ready to hear your message:
Sponsored Content
- Custom co-branded content created in collaboration with GBH Digital Studios
- Powered by GBH’s 75 years of authentic storytelling
Member Discount Email
- 100% SOV email
- Extend an exclusive offer to GBH members (donors)
Non-skippable Pre-roll in PBS App
- Ensure your message is heard and seen with premium placements
-
Hot tip! Two highly anticipated, bingeworthy PBS dramas are coming this March: The Forsytes and The Count of Monte Cristo.
The media landscape is fragmented. GBH is trusted on all platforms. That trust is your secret weapon. Get started today.
Sponsor Spotlight
G.M. Roth Design Remodeling—award-winning design-build firm delivering custom renovations with integrity and craftsmanship since 1986.
A word from our Sponsor:
“We believe strong communities are built through education, culture, and trusted information. Supporting GBH connects our brand with thoughtful homeowners who value quality and craftsmanship.”
– Dean Rascoe | Director of Sales and Marketing
G.M. Roth Design Remodeling sponsors GBH radio and digital
Why is this newsletter called the Halo?
Our audience trusts us and, in turn, our sponsors. That’s the halo effect and it’s unique to public media. Sponsor GBH to align your brand with the nation’s flagship public media organization.
GBH offers sponsorship packages that can include audio, video, digital and events.
GBH Radio: GBH 89.7 | CRB Classical 99.5 | CAI
GBH TV: GBH 2 | GBH 44 | PBS KIDS
Is Your Brand on a “Flight to Quality” Now?
Hi there,
If you’re wondering what happened to that rested feeling you had after winter break, you’re not alone. I feel that way, too. 2026 is here, and it’s shaping up to be another rough one for marketers.
Election-year ad clutter, rising media costs, and a trust deficit are changing the game. (And we’re still trying to figure out how AI actually fits in.) The good news? GBH offers a brand-safe, trusted environment for your message—without political ads. Keep reading to see how to make that your competitive advantage.
Until next month,
Karlis Collins, Director of Marketing
What’s happening out there?
2026 Strategy: Navigating the “Trust Deficit” and Election Noise
This year, marketers face two major headwinds: a trust crisis and media clutter. Trust in national platforms is at an all-time low, while skepticism toward advertising continues to rise. For brands, this means that where you show up matters as much as what you say.
Add to that the chaos of an election year: billions in political ad spending will flood commercial radio, TV, and digital channels. The result?
Marketers are already responding. Industry analysts at Kantar and DoubleVerify report a growing “flight to quality” — brands shifting budgets to trusted, uncluttered environments where their message isn’t competing with political noise.
In a year of divided opinions, credibility and stability are your greatest competitive advantages. That’s where GBH comes in: Greater Boston’s most trusted local media outlet offers a brand-safe environment with no political ads—just independent reporting your customers value.
What’s happening at GBH?
- GBH News to Launch New Multiplatform Show in February
- Discover MA’s role in the American Revolution in the series From Colony to Commonwealth
- V-day idea! Attend a live studio taping of Stories from the Stage
- Comedian Josh Gondelman and GBH tour Boston’s “Roast Beef Riviera”
Don’t Miss This
GBH News: Trusted, Local and Everywhere Your Audience Is
In a year of media clutter, GBH offers something rare: a brand-safe, trusted environment across multiple platforms—without political ads. When you sponsor GBH News, your message reaches engaged audiences where they live, work, and stream:
The anchor of GBH News, with NPR and local reporting
Livestreams and local stories, plus non-skippable pre-roll
Direct to inbox for thousands of loyal readers
Long and short-form video content for digital audiences
Our journalism doesn’t just inform—it drives change. After GBH reported on a local resident’s 3-hour bus ride for groceries, city officials began addressing food access in that community.
Sponsor Spotlight
CSCA offers over 50 years of New England culinary excellence, uniting classic fundamentals, global cuisines, professional chef training, and home-cook education.
A word from our Sponsor:
“CSCA is a proud sponsor of GBH. As someone who grew up watching Julia Child on GBH, we are excited to support the news, food, and arts programming our community values and relies on.”
– Sean P. Leonard | Executive Director
CSCA sponsors radio, TV, digital, and events
Why is this newsletter called the Halo?
Our audience trusts us and, in turn, our sponsors. That’s the halo effect and it’s unique to public media. Sponsor GBH to align your brand with the nation’s flagship public media organization.
GBH offers sponsorship packages that can include audio, video, digital and events.
GBH Radio: GBH 89.7 | CRB Classical 99.5 | CAI
GBH TV: GBH 2 | GBH 44 | PBS KIDS
What New England Businesses Said Matters Most
Hi there,
Last month, you told us what matters most to you and your business. Here’s what you said:
- 38% – The positive impact of corporate support on the local community and public media.
- 33% – Reaching a loyal, local audience with influence and higher-than-market average buying power.
- 29% – The need for a brand safe environment to protect your company.
It’s clear that New England businesses care about the communities they operate in and want to be good corporate citizens. GBH shares that mission, and we look forward to partnering with you to deliver that mission. Here’s to our working together in 2026!
Karlis Collins, Director of Marketing
What’s happening out there?
🎙️ Radio’s Reach Remains Strong—Even in 2026
Media is quickly experiencing seismic shifts. The recent drama between Netflix, WarnerBros Discovery, and Paramount is an incredible example of how a single change has the potential to upend what we know and introduce a whole new set of rules. So, it’s easy for marketers to think that, in 2026, none of the tried-and-true media channels will still work. But that’s simply not true about AM/FM radio.
Despite the rise of streaming platforms, AM/FM radio continues to dominate ad-supported audio listening time. According to Edison Research’s Share of Ear study, AM/FM accounts for 64% of ad-supported audio listening among adults 18+, and 75% for A50+, while streaming services like Spotify and Pandora combined reach just 18%. Why? Radio delivers scale, trust, and local relevance—qualities that digital-only platforms struggle to match.
And if you’ve ever driven around Greater Boston, you know you can find yourself in your car, in traffic much longer than you could have planned for.
This is a reminder that radio isn’t just surviving—it’s thriving. And it’s a key method of extending the reach of your marketing plans. Take it a step further with public radio which is known for building trust and strengthening community.
GBH 89.7 is Boston’s local NPR. Our sister station, Classical CRB 99.5 provides an oasis on the airwaves. And CAI, our radio service on the Cape & Islands, celebrates the uniqueness of the region while discussing common issues. To learn more about sponsoring GBH radio, fill out this form or email lcs@wgbh.org.
Marketers are already responding. Industry analysts at Kantar and DoubleVerify report a growing “flight to quality” — brands shifting budgets to trusted, uncluttered environments where their message isn’t competing with political noise.
In a year of divided opinions, credibility and stability are your greatest competitive advantages. That’s where GBH comes in: Greater Boston’s most trusted local media outlet offers a brand-safe environment with no political ads—just independent reporting your customers value.
What’s happening at GBH?
- CRB Classical 99.5 is the destination for classical holiday music
- Watch: GBH’s short doc, Love, Chinatown, shares local history through the lens of local activists
- CAI, the Cape & Islands NPR station, celebrates 25 years and a new building
- Stories from the Stage celebrates love and storytelling at annual event
- Meet the 2025 Apsell GBH STEM Boston Public Schools Scholars
Don’t Miss This
🎧 New Podcast: Catching the Codfather
Coming this January, Catching the Codfather, is a true crime podcast with salt in its veins and scandal at its core. Codfather is a six-part series that follows Carlos Rafael, a legendary New England fishing mogul taken down in a federal sting—who claims he’s the hero, not the villain. It’s Deadliest Catch meets Dirty John, set against the backdrop of a larger American tension: regulation vs. rugged independence.
Codfather is the latest installment of GBH News’ award-winning investigative podcast series, The Big Dig. Each season uncovers different facets of society — infrastructure, gambling, food, healthcare — that connect to tell the story of modern America. Critical acclaim for The Big Dig:
Podcasts turn listeners into customers: 76% of podcast listeners have purchased a brand after hearing an ad from the podcast creator. Public media podcasts do even more for sponsors, increasing positive sentiment toward the company: 77% of podcast listeners hold a more positive opinion of brands that support NPR.
GBH offers original podcasts, like Codfather, and popular PRX podcasts like Normal Gossip, Sleep With Me, and The New Yorker podcast series.
Sponsor Spotlight
Since 1916, Minus33 Merino Wool has specialized in all-natural merino base layers, underwear, outerwear and NH-Made Merino socks.
A word from our Sponsor:
“We chose to sponsor GBH because its educated listeners value quality, not only in their local radio programming, but also in the products they choose to bring into their lives. GBH provides an ideal platform for us to share our brand message with people who cherish the outdoors and seek sustainable, quality Merino clothing to help them explore it.”
– Mike Bednaz | Director of Marketing
Minus33 Merino Wool sponsors GBH 89.7, GBH.org, Podcasts
Why is this newsletter called the Halo?
Our audience trusts us and, in turn, our sponsors. That’s the halo effect and it’s unique to public media. Sponsor GBH to align your brand with the nation’s flagship public media organization.
GBH offers sponsorship packages that can include audio, video, digital and events.
GBH Radio: GBH 89.7 | CRB Classical 99.5 | CAI
GBH TV: GBH 2 | GBH 44 | PBS KIDS
What New England Businesses Said Matters Most
Hi there,
It’s a brand new day. GBH, and the public media system, are no longer supported by federal funds. It’s a difficult reality, but it’s also an opportunity. GBH is on the fast track to transforming into a 21st century digital powerhouse, broadening our impact, reaching more people than ever, and emerging stronger, proudly independent, and more capable of meeting the needs of the public we serve.
Your company is part of the public we serve. We’re dedicated to bringing you the most relevant insights on connecting with New England’s most influential audience. To serve you better, we’re using this time of transformation to refine how we share information.
First, let’s start with what you want.
Please take a moment to tell us what matters most to you and your business? (Choose one.)
- The need for a brand-safe environment to promote your company
- Reaching a loyal, local audience with influence and higher than market average buying power
- The positive impact of corporate support on the local community and public media
Your input will be invaluable to our team as we look ahead to the future of The Halo
Karlis Collins, Director of Marketing
What’s happening out there?
Holiday Shopping Down in Boston and Nationwide 🛒
Economic uncertainty could put a damper on the holidays. Deloitte’s Holiday Retail Survey shows that holiday spending will be down 10% nationwide, and the Boston Business Journal (requires subscription) reports a 3% decline in Greater Boston. Customers will be on the hunt for deals while brand loyalty wanes.
What would a consumer trend report in 2025 be without mentioning AI? More and more shoppers, particularly younger ones, are using AI to look for lower prices, create shopping lists, and aggregate consumer reviews.
What do you need to do to make your brand shine this season?
“For small businesses, creating an emotional connection with customers and being involved in their local communities will be important in addition to keeping prices as low as possible.” Says Anthony Jardim, principal at Deloitte Consulting. The report also suggests that retailers should try to offer value beyond price tag. For example, how can you make holiday shopping less stressful? Or can you surprise and delight your customers, so they feel they are getting more than they pay for?
For another way to stand out, may we suggest a partnership with your local public media station? GBH is the most trusted media outlet in Greater Boston.* That trust carries over to our sponsors, leading to business outcomes. Find out more by downloading the findings from
our TV and radio audience survey.
What’s happening at GBH?
- 17 MA schools to compete on season 17 of GBH’s High School Quiz Show
- GBH productions were honored with three Emmys at the 46th annual News & Documentary Emmy Awards
- Jazz, poetry and community conversations at GBH’s Boston Public Library Studio
- GBH’s response to the end of federal funding
Don’t Miss This
New Dramas Coming in 2026
Long walks on a summer day are nice. Curling up on the couch with a warm drink and a furry friend or blanket is a luxury. As New England enters cozy season, local TV viewers turn to GBH for high quality programs that make staying in more fun than going out.
GBH’s discerning and loyal viewers will turn into GBH 2 for the quality and escape that only public media can offer. Your brand can be seamlessly aligned with the joy and anticipation our audience feels for the early 2026 return of MASTERPIECE:
- The heartwarming comfort of All Creatures Great & Small
- The sharp witted excitement of Miss Scarlet
- The grand adventure and prestige of the brand new series Count of Monte Cristo and the highly anticipated The Forsytes
When you support GBH through corporate sponsorship, you’ll:
- Reach a loyal audience: The GBH audience is made up of decision makers and tastemakers who prioritize quality and brand reputation over low prices.
- Improve brand perception: GBH viewers see our sponsors as good corporate citizens who make their favorite dramas and mysteries possible.**
- Connect wherever they are: Expand your messaging beyond broadcast and reach your customers on digital channels, from livestream pre-roll to newsletters.
As reported above, emotional connection and community involvement will be the key to making your company stand out amongst the holiday advertising clutter.
Sponsor Spotlight
M. Steinert & Sons has been helping generations of New Englanders achieve the sense of fulfillment and joy that’s possible from owning a piano. New England’s authorized dealer of Steinway & Sons pianos since 1860.
A word from our Sponsor:
“M. Steinert & Sons has been a sponsor of GBH and CRB for 30 or more years. The audience aligns with our customers and the support for arts, music, and education are critical to our company and our region’s success.”
M. Steinert & Sons sponsors GBH Radio, CRB Radio, Online, Newsletters
Why is this newsletter called the Halo?
Our audience trusts us and, in turn, our sponsors. That’s the halo effect and it’s unique to public media. Sponsor GBH to align your brand with the nation’s flagship public media organization.
GBH offers sponsorship packages that can include audio, video, digital and events.
GBH Radio: GBH 89.7 | CRB Classical 99.5 | CAI
GBH TV: GBH 2 | GBH 44 | PBS KIDS
Connecting Your Brand With Our Community
Hi there,
A few weeks ago, I watched Jayson Tatum of the Boston Celtics return after missing 62 games with an Achilles injury. I held my breath as I watched – excited, but nervous he’d get hurt again. Then an ad (of course) aired that summed up Tatum’s journey in 30 seconds: the setback, the climb, and the comeback. It pulled me right in, and by the end, I wanted to buy the shoes!
That’s the power of authentic storytelling. And it’s the kind of storytelling that GBH has championed for 75 years. Let’s build your story together. Keep reading to find out how.
Karlis Collins, Director of Marketing
Tell your brand’s story. Become a sponsor today.
What’s happening out there?
Audiences Are Seeking Human Narratives
Across 2026 research, both consumers and marketers are aligned on one thing: authentic, values-driven storytelling is what matters now.
From the consumer side, Clutch reports that 97% of consumers say authenticity matters when choosing whether to support a brand, and 81% will stop supporting a brand if it no longer feels genuine.*
Marketers are responding. HubSpot’s 2026 State of Marketing shows that nearly half of marketers are prioritizing content that reflects brand values – a shift driven by the need to stand out in a landscape that is flooded with AI-generated content.**
Kantar echoes this, emphasizing that brands who stay true to who they are create meaningful differentiation, while Lippincott’s cultural analysis finds that brands that build emotional and cultural connection earn longer-term relevance.***
In a world where anyone can produce polished content with the help of AI, audiences gravitate toward stories that feel real: consistent, transparent and created with a human touch. That’s why authenticity is more than a trend – it’s an expectation.
And for 75 years, GBH has delivered exactly that. GBH prides itself on 75 years of authentic storytelling.
Our audience knows sponsors make their favorite programs possible, and that transparency builds trust. When your brand shows up here, you’re aligning with a storytelling legacy audiences already believe in.
What’s happening at GBH?
- Fabiola Méndez performs live at GBH to honor International Jazz Day
- James Hills (host of Java with Jimmy) holds an open discussion about what matters to New England residents
- Have you heard Catching the Codfather yet? Listeners are hooked.
- View GBH’s 2026 Annual Report
Don’t Miss This
GBH Turns 75!
2026 marks 75 years of independence, innovation, and public-service storytelling that has shaped New England for generations. To honor this moment, we’ve created a GBH 75 sponsorship package (click to download info) with three impactful ways to connect with our audience:
Celebrate with us this fall at a signature event recognizing the people and partners who’ve fueled GBH’s mission.
Collaborate with the GBH Digital team to tell your brand’s story through original articles, videos, or audio that reflect the values you share with our community.
Extend your message across our trusted radio, TV, digital, podcasts, and events — the platforms audiences rely on every day.
Whether you’re looking to make a splash at the gala, create meaningful storytelling, or reach New Englanders across GBH’s full ecosystem, our 75th package offers a powerful way to show up.
Sponsor Spotlight
Boston Ski + Tennis — Boston Ski + Tennis is a one-stop shop for ski, snowboard and racquet sports with stores in Newton and Westborough, plus online at www.bostonskiandtennis.com.
A word from our Sponsor:
“GBH has been ingrained in the Boston community for decades and the hosts treat each other like a family. Boston Ski + Tennis, a local family-owned retailer, also strives to be an important part of the communities we serve. Plus, we call ourselves the BST Family. Our BST Family is proud to sponsor the GBH family, and of course it helps us too.”
– Mike Carroll | President & CFO
Boston Ski + Tennis sponsors GBH radio, digital, and podcasts.
Sources
* Brand Authenticity Playbook for 2026: What Consumers Really Care About, Clutch.co, Feb. 2026.
**2026 State of Marketing, Hubspot, Feb. 2026.
*** “The 12 brand, marketing and experience trends set to define 2026,” Lippincott, Dec. 2025.
Why is this newsletter called the Halo?
Our audience trusts us and, in turn, our sponsors. That’s the halo effect and it’s unique to public media. Sponsor GBH to align your brand with the nation’s flagship public media organization.
GBH offers sponsorship packages that can include audio, video, digital and events.
GBH Radio: GBH 89.7 | CRB Classical 99.5 | CAI
GBH TV: GBH 2 | GBH 44 | PBS KIDS
Quick Heads-Up:
Holiday sponsorship inventory is moving fast—it’s time to sleigh this season! We’ve pulled together the strategic insights and the bright opportunities you need to make your marketing list and check it twice. Let’s make sure you secure your spot!Introduction
Fund the Future with GBH
Don’t Miss This
Spreading Cheer Across Every Platform
Hot cocoa, twinkling lights, holiday traditions—your brand can be part of the moments that matter most! GBH’s audience is loyal, engaged, and highly discerning. While others are busy wrapping up last-minute logistics, you can align with a trusted brand that our community genuinely loves.
Why GBH shines bright this season:
Spread the cheer on radio, TV, digital, and events.
Download Our Holiday Guide
GBH HOLIDAY PROGRAMSWhat’s happening out there?
Getting on the Nice List
Consumers aren’t just chasing deals—they’re looking for brands that feel authentic and trustworthy. PwC reports that shoppers want value and meaning, and brands that deliver emotional connection win loyalty.***
This is where GBH excels! Aligning with us helps your brand stand out from the frosty commercial clutter and reminds audiences that you’re a brand they can trust during the season of goodwill.
What’s happening at GBH?
Love It? Fund It—And Be Loved for It
GBH’s new campaign, “Love it? Fund it.” reflects a simple truth: without federal funding, we rely on community support to keep trusted public media strong. When you sponsor GBH, you’re part of that effort and our audience notices.
Over 80% of GBH listeners and viewers feel more positive about companies that sponsor GBH compared to those that advertise on commercial broadcast.** Sponsorship isn’t just marketing—it’s a partnership that earns goodwill and strengthens your brand during the season of giving.
More Sponsorship Opportunities
Here are some of the latest opportunities to connect with the GBH community: Invest in a Blockbuster: Be an early partner for the newest season of The Big Dig, GBH News’ investigative podcast series, coming January 2026. This podcast is destined to be a holiday hit. Get in now while the show is still in development. Previous seasons earned critical acclaim, including TIME’s “100 Best Podcasts of All Time” and Vulture’s “The Best Podcasts of 2025 (So Far)”. Engage with the Community Live: Say goodbye to clutter by sponsoring a GBH event. Upcoming opportunities include the holiday concert Illuminate Bach, Jazz Nights at the Boston Public Library, and NOVA Trivia Nights. It’s a fantastic way to sparkle and connect with engaged, local audiences. On-Demand, Unskippable Attention: Want viewers’ full attention? When audiences use the PBS App to binge-watch favorites like MASTERPIECE (and trust us, they do binge), your message runs as one of only two unskippable ads before the program starts. Your ad is guaranteed to be seen—no one can be a Grinch and skip that!Yule Be Glad You Did!
Sponsor Spotlight
MBTA Commuter Rail: Offering public rail transit to the Greater Boston area.
““We’re proud to support GBH because, like the Commuter Rail, it helps people discover more about the region and the world around them.”
– Lizzie Doherty, Interim VP of Passenger Experience, Marketing & Revenue, Keolis Commuter Services
MBTA Commuter Rail sponsors Television, and Radio
Sources
*GBH Brand Tracking Survey”, City Square Associates, Feb.2025, in the Boston DMA; ** 2025 LCS TV and Radio Surveys; *** PwC Holiday Outlook 2025, PwC US. Retrieved from pwc.com
Why is this newsletter called the Halo?
Our audience trusts us and, in turn, our sponsors. That’s the halo effect and it’s unique to public media. Sponsor GBH to align your brand with the nation’s flagship public media organization. GBH offers sponsorship packages that can include audio, video, digital and events. GBH Radio: GBH 89.7 | CRB Classical 99.5 | CAI GBH TV: GBH 2 | GBH 44 | PBS KIDS March 2025
Happy Women’s History Month! Remember to honor the moms, meemaws, aunties, cousins, sisters, wives, colleagues, and gals in your life. We need each other. In this month’s newsletter: NEW LOCAL NEWS PROGRAM COMING TO GBH WHAT’S HAPPENING AD SPENDING DURING THE TRADE WARS PROTECT MY PUBLIC MEDIA DAY
Karlis Collins
Director of Marketing, LCS
Don’t Miss This
More local. Most trusted.
At a time when local news coverage is declining across the country, GBH News is honored to announce two newly imagined local programs: GBH News Rooted and Greater Boston (new title to be determined).
In 1968, GBH debuted Say Brother, a public affairs show focused on the issues and concerns of the Black community. In 1997, the show was rebranded to Basic Black, and GBH’s Callie Crossley was the most recent host.
Download fact sheets for more info on the opportunities listed above MEDIA KIT GBH NEWS ROOTED
What’s Happening Out There?
Opportunity amidst uncertainty
…Maybe the question is “What’s not happening out there?” Rising concerns about inflation and trade wars are expected to slow down growth in ad spending – from an 8.7% increase in 2024 to 5.3% in 2025 – according to the Global Advertising & Marketing Spending Forecast 2025-2029 from PQ Media.3 The report also highlights that advertisers are increasingly skeptical of social media as popular platforms relax their content moderation policies. So, what’s the silver lining? The report points to steady consumer spending both online and in brick-and-mortar (read: local) stores. This presents a unique opportunity for businesses to connect with consumers in a trusted and familiar environment. GBH, your one-stop worry-free media shop, is perfectly positioned for this moment. With GBH corporate sponsorship, you can connect with local, loyal consumers across multiple platforms in a brand-safe environment. Our trusted reputation and multi-platform presence ensure your message reaches the right audience without the stress of unpredictable content.
Exhale. That sounds pretty good, right? Contact us to learn how partnering with GBH can help you navigate these uncertain times and effectively market your business.
Download fact sheets for more info on the opportunities listed above MEDIA KIT
What’s Happening At GBH?
On March 6, GBH joined public media stations across the country to celebrate Protect My Public Media Day. In this article, GBH President & CEO Susan Goldberg makes the case for why public media is worth fighting for.
Local businesses can do their part to keep public media strong, free, and accessible to all through corporate sponsorship. Contact us to learn how.
But Wait, There’s More
Why is this newsletter called the Halo?
Our audience trusts us and, in turn, our sponsors. That’s the halo effect and it’s unique to public media. Sponsor GBH to align your brand with the nation’s flagship public media organization. GBH offers sponsorship packages that can include audio, video, digital and events. GBH Radio: GBH 89.7 | CRB Classical 99.5 | CAI GBH TV: GBH 2 | GBH 44 | PBS KIDS Are you ready to get in front of your
New England customers?
Tell us your business goals and a member of our team will reach out to you
to discuss our multi-platform sponsorship packages.
Email: lcs@wgbh.org
Phone: (617) 300 3730
- With us you get:
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Trusted Institution
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Engaged audience
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Multiplatform reach
Please note that this form is for corporate sponsorship of GBH.
For all other inquiries, please contact Audience and Member Services
at (617) 300 3300.