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
