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Results: University Reporting Structures Survey
by Peter Dominowski
Executive Director, University Station AllianceIn any organization, reporting relationships—and where a supervisor sits within the institutional hierarchy—can significantly influence success. The
University Station Alliance (U:SA) surveyed radio-only and joint TV and radio stations licensed to universities to better understand their reporting structures and how those structures affect operations.Stations were asked to respond to three questions:
a) To whom do you currently report at your university?
b) How many layers of management separate your supervisor from the university president?
c) In an ideal structure, to whom should the station report?A total of 42 stations responded, representing approximately 27% of all radio-only and joint TV and radio university-licensed stations. As promised, all data and comments remain anonymous.
Question 1: To whom do you currently report at your university?
As expected, stations reported to individuals with a wide range of titles—from university president to chief financial officer, senior vice president for administration, senior associate vice president for outreach, dean of the college of arts and letters, and others. Overall, 45% of stations indicated satisfaction with their current reporting structure. Conversely, more than half reported that they were not fully satisfied.
Question 2: How many layers of management separate your supervisor from the university president?
Survey responses showed:
- 1% of stations report directly to the university president
- 55% have one layer of management between them and the president
- 42% have two layers of management
- 2% have three or more layers
Question 3: In an ideal structure, to whom should the station report?
Not surprisingly, respondents expressed a wide range of views on the ideal reporting structure, along with the advantages and disadvantages of
different placements within the university.Several respondents favored reporting directly to the university president:
- “Ideally, a university licensee station should report to either the chancellor or the president.”
- “I think all public radio GMs should report directly to the university president. Reporting to the VP of advancement sends the wrong message to listeners and donors—suggesting the station is a revenue generator for the institution. Even if that’s not the case, it creates a negative perception. Reporting to the provost or other senior leaders can also be challenging, since our work often falls outside their expertise and the station may not receive the support it deserves (and I’m not referring to financial support).”
Others preferred having at least one level of separation:
- “Reporting to a president can be a double-edged sword. With the right president, it can be highly effective. But if the president does not value the station, it can become a disadvantage, requiring constant justification of the station’s importance.”
- “The ideal is to report to either the dean or the provost—close to the president, but not too close.”
- “While I sometimes wish for more direct access to the president, having a buffer has been advantageous.”
- “A direct line to the president can be helpful if they are supportive, but it can also expose the station to shifting priorities or personal influence. Our current structure provides insulation, allowing us to maintain independence as a credible news source and NPR member station.”
- “I like reporting to a dean. It provides access to senior leadership when needed, without direct pressure from the highest levels of the university.”
- “I’m comfortable reporting to the CFO. I’ve reported to the president before, and they simply didn’t have time.”
While not widely reported as a current issue, some respondents noted concern about potential editorial or programming pressure:
- “It makes sense for the station to be aligned with fundraising rather than marketing, where there is a greater risk of being expected to promote the institution through programming decisions.”
- “Being housed within Academic Affairs helps insulate us from editorial pressure from the university’s marketing and communications office, with whom we’ve had journalistic conflicts in the past.”
Some emphasized that the ideal structure depends heavily on institutional context:
- “There is no single ideal model. It depends on the university, whether it is public or private, the role the station plays, and how it is evaluated financially.”
Others highlighted the importance of leadership support:
- “What matters most is having a supervisor who understands the value of public broadcasting and will advocate for it—someone who recognizes the responsibility to serve the public, not just the institution, and who respects the independence required for public radio.”
Finally, several respondents pointed to the benefits of being aligned with academic units:
- “There may not be a single ideal structure, but being part of an academic college is helpful. Academic leaders tend to understand that journalistic freedom parallels academic freedom.”
- “Our structure places the station within an academic unit that values a free press. Reporting through marketing departments is often problematic, as it can lead to pressure to prioritize institutional promotion.”
As with many aspects of university-licensed stations, no single reporting structure emerges as the clear preference. However, this survey highlights the diversity of existing models, the varying degrees of proximity to university leadership, and the trade-offs associated with each approach.
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Webinar Recording: U:SA Managing and Consulting Service
As part of its mission to serve stations so that they can better serve their audiences, institutions, and communities, the University Station Alliance has created the new U:SA Managing and Consulting Service.
Whether for an interim General Manager, mentoring a new Program/Content Director, leading strategic planning sessions, or reviewing your station’s prime-time air sound and promotion, the University Station Alliance offers a group of professionals with proven track records to assist your station in its future success.
In the new reality of public media, the most successful organizations will employ creative solutions, whether reacting to budget shortfalls, staffing essential positions, or training or mentoring staff.
All services available from the U:SA Managing and Consulting Service are outlined below and are customized for each station’s needs. U:SA members receive a discount on each of these services.
Click above to view a webinar on the U:SA Managing and Consulting Service with U:SA Executive Director Peter Dominowski and U:SA Board member John Hess.
LEARN MORE ABOUT OUR NEW CONSULTING SERVICES →
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Op-ed on Current.org by U:SA Board of Directors President Kerry Swanson
Why university stations need to prove their institutional value — before a crisis hits
Originally Published on Current.org
January 8, 2026
ByFor leaders of university-licensed public media stations, a familiar refrain often surfaces when questions about institutional alignment arise: “We’ve never had a problem with our university. Why worry now?”
It’s an understandable sentiment — but it is precisely this mindset that can leave stations unprepared in a rapidly changing environment.
A shifting landscape
Historically, a university-licensed station’s role was understood as aligned with the institution’s public service mission — an extension of its educational, civic and cultural commitments. For decades, as long as station leaders could demonstrate strong audience engagement and reliable fundraising revenue, universities generally viewed their stations as stable and self-sustaining. That alignment often felt sufficient, reinforcing confidence that the station’s work was valued and secure.
But the landscape has changed.
Universities today face unprecedented financial pressures, declining enrollments and increased emphasis on measurable outcomes such as graduation rates, retention and revenue generation. As a result, leadership may now ask stations to demonstrate how they contribute directly to these core institutional priorities — priorities that were not traditionally central to a station’s mission.
For many stations, this shift is disorienting. Decades of stable alignment with public service values and solid operational performance may no longer be enough. Without preparation, stations can struggle to articulate their value in terms that university leaders now prioritize, leaving them vulnerable to budget cuts, operational constraints or, in the worst case, conversations about selling the broadcast license.
When the license becomes a financial option
For university-licensed stations, the broadcast license is not simply symbolic — it is often an institution’s most valuable and most vulnerable asset. When a station’s value is not clearly understood, leadership may begin to view the license not as a public trust, but as a financial option: a resource that could be monetized to address budget shortfalls or fund other priorities.
Recent examples illustrate this reality:
- Eastern Washington University’s KEWU-FM: After nearly 75 years on air, the university decided to sell the broadcast license, ending decades of student and community programming.
- Penn State’s WPSU: Operating assets, including broadcast outlets, are being sold to WHYY to offset financial pressures, demonstrating how a license can become a monetized asset.
- Cleveland State University’s WCSB: Student and community programming was displaced under an agreement with a larger public media partner, showing how structural changes can disrupt local service.
- University of Missouri–St. Louis / KWMU (St. Louis Public Radio) and University of Missouri–Kansas City / KCUR: In 2025, the University of Missouri System approved plans for St. Louis Public Radio and KCUR/Classical KC to transition to independent nonprofit governance. Although the universities will retain the broadcast licenses during multiyear transitions, governance and operational control will shift to community-based boards — reinforcing that even high-performing stations are not insulated from structural change when university priorities evolve.
These are not isolated cases. In each instance, community voices, local journalism, student engagement and access to arts and cultural programming were directly affected — and the broadcast license became central to financial or operational decision-making. When a station is sold or its mission fundamentally altered, communities lose more than a signal. They lose a trusted source of news, education and cultural connection — resources that are not easily replaced.
What’s at stake
A license sale or major operational change is not merely a financial or administrative decision. The consequences are permanent:
- Communities lose trusted local journalism, coverage of regional issues, and civic infrastructure that supports informed participation and public dialogue.
- Students, faculty and local voices lose a platform for education, research and creative expression.
- Universities lose a visible, values-driven extension of their public mission, weakening civic presence and credibility.
Once a license is sold or transferred, these losses cannot be undone.
This is the time to act
Even if your station has never faced challenges from university leadership, the current moment demands proactive action. This is the time to:
- Articulate institutional value — Clearly map how your station supports public service, education, student engagement, research and community partnerships.
- Connect to university priorities — Demonstrate alignment with measurable outcomes such as enrollment, retention, alumni engagement and institutional reputation.
- Document community impact — Highlight local reporting, cultural programming, civic engagement and educational initiatives.
- Engage leadership proactively — Meet regularly with decision-makers and invite them to experience your work firsthand.
- Prepare a clear license-risk narrative — Be ready to explain what would be lost if the station were sold and why that loss matters to the university.
- Align internal messaging — Ensure staff and stakeholders can clearly communicate the station’s mission, achievements and institutional relevance.
- Collect data and stories — Pair quantitative metrics with qualitative examples to illustrate value and impact.
- Review and refresh regularly — Do not rely on historical goodwill; adapt messaging as priorities and pressures evolve.
Stability is not protection
The stations most vulnerable to a license sale or major operational-change discussions are often not those in conflict with their universities but those that have relied on historical goodwill rather than a current, shared understanding of value. Leadership changes, boards rotate, financial pressures intensify and new presidents and provosts ask new questions. When that moment arrives, stations that cannot clearly articulate what the university and community would lose may find themselves reacting instead of leading.
As station leaders, this is something you can do — and should do. The time to make the case for why the university needs its station is now, before anyone asks what the university might gain by selling it.
Kerry Swanson is Chief Operating Officer of KUOW in Seattle. With a career spanning over 40 years in media, Kerry has held leadership roles at Northwest Public Broadcasting in Pullman, Wash.; WABE in Atlanta; and KNKX (formerly KPLU) in Seattle/Tacoma. He has served two terms on the NPR Board of Directors, is president of the University Station Alliance Board, and has held leadership positions with Western States Public Radio and the Northwest News Network. Kerry was also a co-founder of the Integrated Media Association.
READ THE FULL ORIGINAL ARTICLE →
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Compliance Webinar with Bob Winteringham
Although CPB is going away, legal compliance is not. To inform us on how we might look at compliance issues in this new age is Bob Winteringham of Public Media Consulting. Bob is a communications attorney who also has worked in CPB’s Office of General Counsel.
Bob’s presentation will help us understand how to look at compliance in a world without CPB. He also answers your compliance questions.
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The Future of Music Rights in Public Media: Insights from PRIMA Webinar
The University Station Alliance was strongly represented in a webinar (sponsored by PRIMA) on September 4, discussing the latest development relating to the future of music rights in public media.Here is a description and link to that webinar:Description: The landscape of music rights is complex. And for almost 50 years, CPB has used federal funding to allow public broadcasters to use copyrighted music. With the defunding of CPB, what may happen next? Public Radio in America (PRIMA) has invited a panel of experts on the frontlines of this issue to 1.) help you understand the current landscape of broadcast performance rights through December 2025, 2.) discuss possible paths forward for the system, and, 3.) how your station can help to prepare for the costs involved in this paradigm change.Join moderator Stephen Williams for a discussion on this topic with guests:- Ernest T. Sanchez, Partner, The Sanchez Law Firm, and U:SA Board member
- Derek Teslik, Partner, Gray Miller Persh LLP
- Peter Dominowski, Executive Director, University: Station Alliance
- Staci Hoste, GM WNIU and Vice President, University: Stations Alliance
Sanchez and Teslik are both expert FCC counsel who have expertise in rights law. Hoste and Dominowski, representing U:SA, have been in key discussions on this topic as well. -
Future of Music Rights for Public Media Stations
There has been considerable discussion—and some confusion—about the future of music rights for public media stations. The University Station Alliance (U:SA) has prepared this document to summarize two key areas:
- What We Know
- What Is Likely to Happen
All information presented here is believed to be accurate as of this writing. U:SA will provide updates as new developments emerge. If you have additional information to contribute to this knowledge base, please contact me at: executive.director@us-alliance.org or (727) 421-6214.
What We Know
- All copyrighted music used for broadcast is covered by the public broadcasting music license granted by Congress in 1976. Music bed use is also included.
- The Corporation for Public Broadcasting (CPB)—the funder and manager for public media music rights—will dissolve by the end of January 2026.
- CPB has paid all required licensing fees through the end of 2025.
- Very important: Sources tell U:SA that CPB has agreed to pay for music rights for calendar year 2026. This means that stations will not have to budget for these rights payments for the coming calendar year.
- These same sources also report that CPB is considering a request to pay for music rights for calendar year 2027 – the end of the current rights agreement. It is still undetermined whether the 2027 payments will occur.
- NPR convened a working group on July 23, shortly after Congress voted to rescind CPB funding, to address management of future music rights.
While future costs remain uncertain, we do know what non-CPB qualified stations currently pay, and what they are scheduled to pay through 2027. These rates provide a reasonable indicator of potential costs for all stations going forward.
- Source: Federal Register, June 28, 2023 – Final regulations set by the Copyright Royalty Board for noncommercial broadcasting from January 1, 2023, through December 31, 2027.
Fee schedules depend on:
- For University licensees – based on student enrollment.
- For Non-university licensees – based on market population and whether the percentage of music programming in your format is above or below 20%.
The following charts apply to BMI and ASCAP. The amount indicated would be paid to both performing rights organizations; so, for example, a University-based station in Level 4 would pay $887 in 2027 to both BMI and ASCAP, for a total payment of $1,774. That same calculation applies to all of these charts.
University-Based Stations
Number of Full-Time Students 2023 2024 2025 2026 2027 Level 1: <1,000 $390 $400 $410 $421 $432 Level 2: 1,000–4,999 $451 $463 $475 $487 $500 Level 3: 5,000–9,999 $619 $635 $652 $669 $686 Level 4: 10,000–19,999 $801 $822 $843 $865 $887 Level 5: 20,000+ 1,009 $1009 $1035 $1062 $1090 $1118 Non-University Licensees
Stations with ≥20% Music in Their Format
Population Count 2023 2024 2025 2026 2027 Level 1: <2,499 $574 $585 $597 $609 $621 Level 2: 25,000–249,999 $754 $769 $784 $800 $816 Level 3: 250,000–499,999 $1346 $1373 $1400 $1428 $1457 Level 4: 500,000–999,999 $2017 $2057 $2098 $2140 $2183 Level 5: 1,000,000–1,499,999 $2,691 $2,745 $2,800 $2,856 $2,913 Level 6: 1,500,000–1,999,999 $3,363 $3,430 $3,499 $3,569 $3,640 Level 7: 2,000,000–2,499,999 $4,035 $4,116 $4,198 $4,282 $4,368 Level 8: 2,500,000–2,999,999 $4,708 $4,802 $4,898 $4,996 $5,096 Level 9: 3,000,000+ $6,726 $6,861 $6,998 $7,138 $7,280 Stations with <20% Music in Their Format
Population Count 2023 2024 2025 2026 2027 Level 1: <2,499 $265 $270 $276 $281 $287 Level 2: 25,000–249,999 $574 $585 $597 $609 $ 621 Level 3: 250,000–499,999 $574 $585 $597 $609 $621 Level 4: 500,000–999,999 $574 $585 $597 $609 $621 Level 5: 1,000,000–1,499,999 $942 $961 $980 $1,000 $1,020 Level 6: 1,500,000–1,999,999 $1,177 $1,201 $1,225 $1,249 $1,274 Level 7: 2,000,000–2,499,999 $1,412 $1,440 $1,469 $1,498 $1,528 Level 8: 2,500,000–2,999,999 $1,647 $1,680 $1,714 $1,748 $1,783 Level 9: 3,000,000+ $2,354 $2,401 $2,449 $2,498 $2,548 Costs for licensing SESAC and GMR music are above and beyond that which is paid to ASCAP and BMI as mentioned above. For all such compositions in the repertory of GMR, the royalty rates are as follows:
- 2023: $174.00 per station, subject to an annual cost of living adjustment (likely to be around One and one-half percent (1.5%)).
- 2026: The 2025 rate, subject to an annual cost of living adjustment (likely to be around One and one-half percent (1.5%)).
- 2027: The 2026 rate, subject to an annual cost of living adjustment (likely to be around One and one-half percent (1.5%)).
Specific costs to license SESAC material are not available in public record but are believed to be considerably less than ASCAP or BMI rates, but likely slightly higher than GMR fees.
Additional Notes:
- Even if stations had to begin paying fees in 2026, the costs do not appear to represent an extraordinary hardship.
- The broadcast music license agreements currently cover ASCAP, BMI, GMR, the Harry Fox Agency, and SESAC.
- Fees exclude SoundExchange and newer performance rights organizations (Global Music Rights, AllTrack, etc.).
- A separate agreement with Sound Exchange covers online streaming. A proposed Copyright Royalty Board rule sets royalties at $950,000 in 2026, increasing annually to $1,050,000 in 2030. This is a blanket license for all stations.
- Some university-based public stations have explored including broadcast rights under their institution’s blanket music license. To the best of our knowledge, none have succeeded—university music licenses generally do not cover broadcast rights. A few student stations may operate under a university blanket license, but we know of no CPB- qualified or NPR member station that does.
- Performing rights organizations will prefer to negotiate with one central entity rather than hundreds of individual stations, as this is more efficient and preserves lower rates. The likelihood of individual stations negotiating their own agreements with the performing rights organizations is minimal.
What Is Likely to Happen
Two steps are essential to maintain continuity of music rights agreements:
- Identifying a new entity to administer the contracts.
- Securing a funding source to cover fees.
The prevailing consensus: Stations should not expect to negotiate and pay for music rights individually. A coordinated solution is expected by 2026. As mentioned above, we believe that CPB will be funding music rights payments for 2026.
- NPR has convened a working group to evaluate options.
- One member explained:
“It is in our best interest to stay united. The rights are already contracted through 2027 and can be transferred to another organization. Even if stations eventually pay through a new entity, negotiating collectively will preserve our current low rates. The current agreements include all CPB, NPR, and PBS stations—our combined buying power is tremendous.”
- The working group has asked CPB to
- Pre-pay 2026 licensing fees, and
- Transfer responsibility for 2027 contracts to another organization.
- Best-case scenario: CPB pays 2026 fees, transfers 2027 contracts, and a successor organization manages ongoing negotiations, fee schedules, and administration.
- Marta McLellan Ross, SVP at NPR stated:
“NPR isn’t going anywhere, and we are committed to coordinating with public media organizations and stations to ensure that these licenses will be retained, in light of the recent rescission of public media funding.”
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- NPR CEO Katherine Maher told The Washington Post that NPR and PBS are in discussions to potentially manage music rights.
This article will be updated as new developments occur.
Sources: Current newspaper, Ernie Sanchez (The Sanchez Law Group), the Federal Register, music rights session at 2025 PMCC conference moderated by Peter Dominowski, and conversations with multiple stations.
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U:SA Webinar Recording: Introducing the Return-on-Investment Dashboard
This is a time when public media must express its value decisively at every opportunity.
Join The University Station Alliance as we introduce the Return-on-Investment Dashboard. This new analysis tool – customized for each station – demonstrates the value of public media to licensees and other stakeholders using multiple quantitative datapoints.
Information in the ROI Dashboard includes:
- The financial return-on-investment a university receives from its investment in public media
- The public service value a university receives from its public media stationThe total amount of community service a station provides to their region (hint: it’s probably much larger than you think)
Presenter: Peter Dominowski, Executive Director, University Station Alliance
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U:SA Webinar Recording: Surviving the Doomsday Scenario
This webinar provides crisis management advice from two general managers who successfully navigated the potential shutdown of their stations. Neil Best and Joey Cohn discussed their experiences navigating crises at their radio stations, emphasizing the importance of community engagement and emotional connection with the audience. They also shared their strategies for survival, including the establishment of a community advisory board and regular community meetings, and the formation of a nonprofit organization to ensure tax-deductible capacity for pledges and gifts.
With the many challenges facing public media today, this webinar is a must for all managers.
Guests:
- Neil Best, Former GM, KUNC / Colorado Sound
- Joey Cohn, Former GM, KPLU / KNKX, Seattle/Tacoma
Moderator:
- Peter Dominowski, Executive Director, University Station Alliance
The Passcode for the webinar is: 4..#C0en
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U:SA and CDP Webinar Recording: Fundraising Trends at University Licensees
The webinar focused on how fundraising at university stations compares to overall system trends, on the challenges faced by public media fundraising programs, including steep declines in new donor acquisition and revenue, and the importance of sustaining gifts.
The discussion also covered the relationship between university licensees and their respective universities, the impact of Passport on member acquisition, and the importance of sustainer donors. The speakers emphasized the need to explore non-traditional support models, and utilize AI-powered tools for fundraising, while encouraging stations to get involved with the National Reference File for benchmarking data.
Presenters from CDP:
- Michal Heiplik, President & CEO
- Deb Ashmore, Analytics Strategist
U:SA Moderator
- Peter Dominowski, Executive Director, U:SA
The Passcode for the webinar is: HgDr6%4h
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Webinar Recording: Current status of Federal funding for public media
The video of the University Station Alliance webinar on January 29 with NPR’s Brad Greenberg, Policy Director, and Anna Brugmann, State Senior Manager, is available by clicking here.
Brad and Anna gave an update on the current status of Federal funding for public media and discussed how stations can effectively work with their University Government Relations offices.
This webinar was made possible by our partners; CARS, CDP, Greater Public, and NPR, and by the members of the University Station Alliance.
