WBUR launched BizLab in 2015, with funding from the Knight Foundation, believing it is critical that we invest in innovation to develop new and sustainable business models to support public radio. Given the changing landscape of journalism, media consumption, and digital advertising, there is an increasing urgency to test and measure the effectiveness of new revenue models. Our collective concern is that public radio stations have not systematically explored options for increasing sustainability of their programming. At BizLab, we want to enable stations to uncover new avenues for revenue generation, distinct from traditional approaches including on-air drives, direct mail, and telemarketing.