If it is important people wil support it without the need for coercive government intervention on its behalf.

I give about $100/year to my local NPR station because I like their programming. In the car I listen to Sirius/XM Radio, often turned to the NPR channels. I pay for that use, too. To me it is worth it.

If it isn't worth it to you (all) why should you pay for what I like?