KUVO targeted corporations that employed KUVO members or were likely to desire an affiliation with an organization such as KUVO. Approximately 30 percent of underwriting came from businesses that called KUVO directly; the remainder were solicited by KUVO staff. There were 40-50 companies that consistently supported the station. Local performing arts organizations, food vendors, bookstores, and automobile dealerships were also notable sponsors, offering discounts to KUVO members. While Denver "|r|adio stations have seen the biggest windfall [in advertising], increasing rev¬enues 39% in the past five years to an estimated $102 million in 1995," most of this money went to commercial stations. Nevertheless, KUVO's business contributions averaged $300-$400 each, considerably more than the base amount KUVO requested from sponsors in solicitations.