Public media is struggling under Trump. L.A.’s KCRW may have found the way forward
In a challenging era for public media, particularly under the administration of President Trump, Los Angeles-based KCRW has emerged as a beacon of resilience and innovation. Last year, President Trump signed an executive order labeled "Ending Taxpayer Subsidization of Biased Media," which significantly cut federal funds for public broadcasters. This financial blow was compounded by the Rescissions Act of 2025, which saw Congress retract $1.1 billion in funds previously allocated to the Corporation for Public Broadcasting. As a result, public media outlets across the nation, including NPR and PBS, have faced significant layoffs and programming cuts. However, KCRW has found a way to not only survive but potentially thrive amidst these challenges.
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KCRW, an NPR member station, lost $1.3 million in federal funds last year. Yet, rather than succumb to the financial pressures, the station has used this as an opportunity to reinvent itself. By revitalizing its programming, enhancing listener engagement, and organizing live events such as the Summer Nights festival, KCRW is creating a new model for public media sustainability. This approach has resulted in significant growth in listenership across various platforms, including linear radio, streaming, and podcasts, attracting a fan base that extends well beyond Los Angeles.
Central to KCRW's strategy is a shift in focus from being merely a radio station to becoming a vibrant community hub. Jennifer Ferro, KCRW's president, emphasizes this transformation, noting, "I’m in the community business." Ferro, who has been with KCRW for over three decades, has witnessed firsthand how the station has evolved, particularly in the last six years. The COVID-19 pandemic was a catalyst for change, altering how audiences engage with media. With fewer people commuting, KCRW adapted by diversifying its content and expanding its digital presence.
This strategic pivot has not only increased KCRW’s audience but also diversified its revenue streams. The station is on track to achieve its financial pledge goals, with ad revenue and off-radio sponsorships—such as corporate support linked to non-broadcast platforms—projected to constitute more than 30% of its overall sponsorship funding by the end of 2026. This diversified revenue mix positions KCRW as a model for other public media outlets facing similar financial constraints.
For women in the media industry, KCRW’s success story offers a particularly inspiring example. It demonstrates how leadership and innovation can navigate and overcome systemic challenges. Jennifer Ferro’s leadership exemplifies how women in media can drive significant organizational change, fostering community engagement and creative adaptability in times of crisis.
As KCRW continues to innovate and grow, it provides a roadmap for other public media outlets to follow. By embracing change and prioritizing community connection, public media can remain a vital part of the cultural landscape, even in the face of financial adversity. For listeners and supporters of public media, it’s a reminder of the enduring importance of these institutions and their ability to adapt and thrive in changing times.
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