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Introduction: The Untapped Gold in Radio Apps
Public media stations often face the same challenge: how to stay financially sustainable without compromising their mission. At WDNA 88.9FM, I learned firsthand that apps are more than just a convenient way for listeners to stream radio, they’re revenue engines waiting to be activated. The question is: how to monetize radio station apps in a way that supports public media values while boosting engagement and revenue?
In this guide, I’ll share my experience with WDNA’s app, the lessons I learned alongside colleague Brandon Buth, and practical strategies you can apply today to transform your app into a digital asset that works as hard as your on-air pledge drives, if not harder.
Why Radio Station Apps Are Untapped Revenue Gold
Most public media stations focus on terrestrial radio and pledge drives. But the reality is:
- Listeners are mobile-first. Smartphones are where content is consumed.
- Apps build loyalty. They give direct access to live radio, on-demand shows, and exclusive content.
- Trust is built-in. Public radio listeners already see your brand as credible and community-focused.
Yet, many stations overlook how to monetize radio station apps. And the potential goes far beyond donations. Because radio station apps can generate sustainable revenue while serving audiences better.
Case Study: WDNA 88.9FM’s App Journey
Content Integration
As Senior Account Executive at WDNA, I wasn’t involved in the technical development of the app. But I was instrumental in shaping how it engaged listeners. Every piece of content I wrote and posted on the WDNA website automatically appeared on the app. That meant every headline, description, and story had to meet the standards expected by users of radio apps. And I previewed each post on the app before publication to ensure it provided the same professional, high-quality experience listeners trusted us for.
User Standards
Public media audiences expect excellence. That’s why we double-checked formatting, readability, and user experience. If it didn’t look good on the app, we fixed it. That discipline built trust.
Early Monetization Lessons
Together with Brandon Buth, I began exploring how to monetize radio station apps through sponsorships, donations, and other strategies. We studied other public radio stations’ approaches and experimented with small campaigns. While I left WDNA in January 2025 before full monetization was achieved, the foundation we built offers a roadmap for others.
How to Monetize Radio Station Apps for Public Media
Now, let’s dive into practical, actionable strategies.
Sponsorships & Underwriting
Public media thrives on underwriting, and apps are perfect for it:
- Splash screens with sponsor recognition.
- In-app banners tied to specific shows or podcasts.
- App-exclusive audio underwrites that play before archived programs.
This method uses how to monetize radio station apps without interrupting the user experience.
Premium Memberships & Donations
Apps simplify giving:
- Enable one-tap donations via Apple Pay or Google Pay.
- Offer member-only perks like ad-free listening or bonus content.
- Create a monthly donor funnel inside the app.
This aligns with your station’s mission and strengthens loyalty.
Event Ticketing & Promotions
Think of your app as your ultimate marketing tool.
- Send push notifications for fundraisers, concerts, or festivals.
- Integrate ticket sales directly in the app.
- Highlight partnerships with local venues and community events.
Example: Our Eventbrite promotions showed how seamlessly event marketing can connect through apps.
Merch & Music Sales
Fans love to support their stations. Offer:
- Branded merchandise (shirts, mugs, tote bags).
- Albums from local artists you feature on-air.
- Affiliate partnerships with record labels or local artists.
Data-Driven Advertising
By tracking listener habits (within privacy standards), you can serve:
- Relevant sponsor content (jazz concert tickets to jazz listeners).
- Nonprofit partnerships (community arts organizations, cultural institutions).
- Contextual promotions that feel aligned with the station’s mission.
App Ad Formats That Drive Revenue
Beyond sponsorship banners and memberships, how to monetize radio station apps also includes digital ad placements commonly used in mobile media:
- Pre-Roll Audio Ads: Short sponsor messages that play before the live stream or on-demand content.
- Mid-Roll Audio Ads: FCC-compliant underwriting messages woven into longer programs or archived podcasts.
- Screen Takeovers: Branded splash screens when a user opens the app—premium real estate for top sponsors.
- Rotating Display Ads: Banners within “Recently Played,” “Events,” or “Connect” tabs.
- Sponsored Push Notifications: Direct, time-sensitive messages (concerts, pledge drives, community events).
These formats extend what you couldn’t do on terrestrial radio while keeping the listener experience smooth and brand-friendly.
FCC Rules vs. Digital Freedom
Here’s something many overlook: FCC requirements for public radio do not extend to digital platforms like apps, websites, YouTube channels, social media, or newsletters. That meant I had freedom to innovate.
On-air, underwriting rules are strict. But online, I could do what I couldn’t do on-air—like crafting more persuasive sponsor copy, testing CTA-driven campaigns, or integrating digital-first promotions. Of course, everything was done in good taste. Protecting WDNA’s brand assets was always paramount. But the digital space opened a world of monetization opportunities most stations never touch.
This was a key lesson in how to monetize radio station apps: know your regulatory boundaries, then maximize what’s possible outside them.
Balancing Monetization with Public Media Values
The question isn’t whether you can monetize—it’s how to do it without eroding trust.
- Transparency builds loyalty. Tell listeners how app revenue supports programming.
- Avoid over-commercialization. Keep ads tasteful, aligned with mission.
- Community first. Every monetization move should feel like it benefits your audience.
That’s how you answer the question of how to monetize radio station apps while staying true to public media values.
Practical Steps to Launch Monetization
- Audit your app’s current features. Where are the engagement touchpoints?
- Define your revenue model. Ads? Donations? Sponsorships? A blend?
- Pilot with one campaign. Test a single sponsor or member feature.
- Collect feedback. Ask your audience what feels right.
- Scale up. Build a diversified, sustainable revenue model.
Learn More: Copywriting Secrets for Public Media
If you want to connect the dots between copywriting and monetization, don’t miss my upcoming webinar:
👉 Write to Engage: Copywriting Secrets for Public Media
This training will show you how the right words can:
- Increase listener engagement.
- Drive donations and sponsorships.
- Maximize your app, website, and social channels.
Reserve your spot today—and learn how Bold Copy Agency can also help you build video-first thought leadership content that monetizes digital assets long-term.
Conclusion
Public media doesn’t have to struggle for sustainability. With the right strategy, your app can generate real revenue while protecting your mission and strengthening audience trust.
I learned at WDNA that apps are more than digital streams—they’re business tools. The only question is: are you ready to unlock their potential?
👉 Contact Bold Copy Agency today to design a monetization strategy for your app, website, or YouTube channel, and turn your digital assets into sustainable income.
Sources for How to Monetize Radio Station Apps for Public Media
- NPR Sponsorship Guidelines – Overview of sponsorship standards in public media.
- Current.org – Public Media News – News, trends, and case studies for public radio and TV stations.
- Eventbrite Blog – Monetization for Nonprofits – Strategies for ticketing and event-based revenue.
- Public Media Apps Blog – Insights into mobile fundraising, underwriting, and mobile strategy for public media stations.
- Knight Foundation – Public Media Innovation – Reports and resources on innovation and sustainability in public media.
Russell Otway is the driving force behind Bold Copy Agency, a bespoke content creation service specializing in the music industry. With over a decade of experience in copywriting and a deep passion for music, Russell has carved out a niche for himself as the go-to expert for artists, labels, and music professionals seeking to elevate their brand with compelling narratives.
Having worked with a broad spectrum of clients from up-and-coming musicians to established industry giants, Russell’s expertise lies in crafting narratives that resonate with audiences and amplify an artist’s presence in a crowded market. His work is characterized by a blend of creativity, industry insight, and a keen understanding of digital marketing trends, ensuring that his clients not only stand out but also achieve their marketing objectives.
A firm believer in the power of storytelling to connect and inspire, Russell continuously explores new and innovative ways to bring music stories to life. When he’s not weaving compelling artist biographies or dynamic press releases, he can be found sharing his insights at industry conferences or contributing to leading music and marketing publications. Russell’s mission with Bold Copy Agency is simple: to help music professionals tell their stories in the most impactful way possible, unlocking their full potential and propelling their careers to new heights.
