Services for Public Radio and Public Television that Increase Underwriting Revenue

Market Enginuity is committed to maximizing underwriting revenue for local public radio and television stations.  Guided by public media values, we evaluate and leverage underwriting opportunities that provide the most significant revenue for local markets through two divisions:

Enginuity Outsourcing – For more than ten years, Enginuity Outsourcing, formerly Public Radio Partners, has provided outsourced local underwriting sales to stations.  We maximize revenue through strong station partnerships, a focus on people and a proven performance management system. 

Enginuity Workshop –  An independent resource creating new local underwriting revenue for stations through development of new revenue initiatives, management of industry underwriting research projects and local station consulting.

Consider us accountable partners with your station – whether we represent all day-to-day underwriting functions, collaborate on new initiatives or consult on short-term projects.

Our Performance

Accountability defines how we work. So, we publish our performance here every quarter.

Total Net Revenue
FY 2015 - Oct-Dec
FY 2015 - Jul-Sep
FY 2014
FY 2014 - Apr-Jun
FY 2014 - Jan-Mar

* Billing performance compared to prior year for stations represented 12 months or more.

In the October through December quarter, average station revenue growth was 10% with the highest performing station achieving 51% growth. The 51% growth is from a station that we have been representing for 15 months.

These performance benchmarks only include stations that we have represented for more than one year so that the numbers aren't artifically high because of strong growth in markets that we just began representing. We also take out any increase in revenue in a current market that has added a station.

Case Studies

Enginuity Workshop leverages existing membership program to generate new revenue.

During the recession of 2009, underwriting departments sought resourceful and inventive ways to build revenue. Many stations have a member card program that involves businesses as benefit providers, yet misses opportunities to monetize underwriting from it.

Read full case study »

Strong web sales help return on station's investment in website upgrade.

A partner station redesigned its web site.  They hoped to offset development costs by monetizing web sponsorship opportunities, which were new to the site and the existing underwriting staff.

Read full case study »

News & Events

  • Going to PMBA?  Attend Jim Taszarek's session as part of the Critical Skills track, Underwriting Strategies for CFOs.  How to be successful in the shift from broadcast sponsorship to digital sponsorship will be addressed.  More »