May 17, 2001
Warning Signals at PBS
Fund-raising success masks drop in number of contributorsFor its on-air fund-raising drive in March, WHYY/Channel 12, Philadelphia's public-television station, erected an eight-foot-high tote board to keep track of the campaign's progress. But instead of tallying dollars raised -- the traditional measure of on-air appeals -- the board counted the number of viewers calling in to make donations.
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