WTWP = What a Tremendous Waste of Potential

[rdcuffpa1]

Since I don't live in Charm City anymore, I haven't had the opportunity to witness the shuffling of the DC radio dial first hand.

After the comments regarding Wasted 50kw signals, I decided to sample WTWP this morning at 7:15 via their webcast.

I captured half an hour of audio, and have listened to 20 minutes of it...and heard perhaps 5 minutes of real live information, with the rest of the time consisting of ads, an entertainment piece, and chatty host-guest banter.

I was actually expecting something closer to NPR's "Morning Edition" -- stories and analysis, tailored to the DC market, but definitely a more serious, businesslike tone than what I actually heard.

From what others have written here, WTWP's ratings have been underwhelming so far...and I can see why.

Are there any WTWP defenders out there, or is my opinion typical?

Richard in Allentown, PA (ex-Lutherville)

 

[Jul]

Since I don't live in Charm City anymore, I haven't had the opportunity to witness the shuffling of the DC radio dial first hand.

After the comments regarding Wasted 50kw signals, I decided to sample WTWP this morning at 7:15 via their webcast.

I captured half an hour of audio, and have listened to 20 minutes of it...and heard perhaps 5 minutes of real live information, with the rest of the time consisting of ads, an entertainment piece, and chatty host-guest banter.

I was actually expecting something closer to NPR's "Morning Edition" -- stories and analysis, tailored to the DC market, but definitely a more serious, businesslike tone than what I actually heard.

From what others have written here, WTWP's ratings have been underwhelming so far...and I can see why.

Are there any WTWP defenders out there, or is my opinion typical?

Richard in Allentown, PA (ex-Lutherville)

Are you saying that this format sucks and should WTOP News radio should be back on 1500 AM and 107.7 FM but leave the sports programming on 1500 and 107.7?

 

[rdcuffpa1]

Are you saying that this format sucks and should WTOP News radio should be back on 1500 AM and 107.7 FM but leave the sports programming on 1500 and 107.7?
[/quote]

I really don't care about the sports play-by-play. What I'd rather see is an operation that takes itself seriously -- that has Post reporters, the continuity hosts, and interview subjects actively engaged in discussing the issues of the day...more like NPR, though with the insight, contacts, and local context of the newspaper.

This basic format itself *could* work, but for some reason, at least for 30 minutes yesterday, the station sounded like the third hour of the "Today" show, not the first hour.

103.5 FM has a much better regional signal than 1500 AM, so I have no qualms with keeping news there.

I am not a radio marketing guru, though...I just play one on message boards.

Richard in Allentown (ex-Lutherville).

 

[dcradiodoc]

WTWP: How Long 'Til Format Change?

I agree... WTWP is a tremendous waste of potential.

So Washington Post Radio's 12+ ratings ticked up a bit to a 1.2 share in the latest book, but keep in mind that's from a station broadcasting on 1 FM & 2 AM signals, it's still a money losing operation, and I can't imagine the station, in it's current form, appeals to a large share of M25-54 listeners, the typical N/T target demo.

Any thoughts on how long it is before management is replaced or forced to make significant changes? What do you expect to happen?

I bet the Post deal is not renewed, and we see a 1/3+ mix of syndicated programming.

Place your bets!

The Dr. in DC

 

[mcmannors]

From what others have written here, WTWP's ratings have been underwhelming so far...and I can see why.

As in other markets where a "brand" is being publicized, "Washington Post" Radio is not in it for the ratings. If that was the case, Radio "Disney", "Bloomberg" Radio, and "ESPN" Radio would all be off the air in New York City. If you add the ratings of all 3 of those stations, they wouldn't add up to even 1/2 of a respectable rating in New York.

 

[amfmxm]

I was actually expecting something closer to NPR's "Morning Edition" -- stories and analysis, tailored to the DC market, but definitely a more serious, businesslike tone than what I actually heard.

From what others have written here, WTWP's ratings have been underwhelming so far...and I can see why.

There is no doubt that the initial concept was to deliver just what you were expecting: a commercial version of public radio, but with a more casual/conversational approach. From what I've heard, the casual conversation has overwhelmed the news content, so the result seems to be more aimless chit-chat than in-depth analysis.

What none of us know is what kind of timeline Bonneville & The Post have given the concept to develop into maturity, and what their agreed-upon definition of success might be. Those of us in radio (and TV) have become accustomed to very short windows for experimentation. Two books? Four books? If that's the case, they'll be packing it in pretty soon. But if they've given it 2 or 3 years--time to make adjustments & time for a very sophisticated, very wealthy target audience to warm up to it--we could still be early in the game. Those folks won't dump WAMU all that quickly.

In semi-fairness, the 3 signals aren't 3 DC signals. As they've always been, they are 3 less-than-wonderful signals required to approximate one good DC signal. A rimshot AM, a rimshot FM & a highly directional top-of-the-dial AM. In Detroit, we'd be talking about Flint, Ann Arbor & 1500/WLQV.

 

[chuckydoll]

Not a waste -- smart planning

That "highly directional top-of-the-dial AM" runs 50 kw day and night at 1500. Once upon a time that signal was a Class I-B clear channel.

The rimshot AM is licensed to Frederick MD and fills in the coverage hole northwest of the Beltway. The rimshot FM is licensed to Warrenton VA and fills in the coverage hole in Northern Virginia.

You need all 3 of those signals now because all the growth in the D.C. metro is beyond the Beltway.

Want to whine and cry about a "tremendous waste of potential"? Start with the rest of the AM dial in D.C.

FWIW Washington Post Radio broadcast Barry Bonds' record-breaking home run last night. That's because Washington Post Radio is the flagship of the Washington Nationals.

 

[Gregg]

Well, in the lastest ratings, WTWP is up again. Quite respectable for a relatively new talk station... tied for #18 with Sports WTEM. Not far behind FM Talker WJFK #17 and Veteran AM Talker with Rush WMAL #13.

Let's also remember that Talk is one of the slowest building formats. Older listeners have to hear about the station, find it on the dial, and develop a loyalty. They're not constantly pushing the scan button everytime a station goes into commercial break, like a younger listener might.

Interesting that the Talk format in DC has fallen on such hard times. Isn't politics this city's primary business?

Also interesting how WTOP migrated from AM to FM with little change in its ratings. It's still the only all-news FM station in North America. And it may be the highest rated all-news station. KYW usually holds that honor in Philadelphia (another city where talk does surprisingly poorly while all-news is the big winner) but KYW has been hurt a bit by Philly's use of PPM meters to collect the ratings.



Gregg
[email protected]

 

[NewsNow]

Well, in the lastest ratings, WTWP is up again. Quite respectable for a relatively new talk station... tied for #18 with Sports WTEM. Not far behind FM Talker WJFK #17 and Veteran AM Talker with Rush WMAL #13.

This has been a claim made over and over by Bonneville folks, the ratings are respectable for a brand new station. It's totally a red herring, considering that they had the opportunity to hold the WTOP audience but lost it almost entirely. Also factor in that they have full market coverage, and they are tied with a pea shooter. Also, they are way behind Rush. 3 hours a day doesn't make a station's ratings. WMAL is not so much a political talk station as it is a GOP drumbeat for support of Deer Leeder.

If you want to make a real comparison, put WTWP along side WAMU. We can't post ratings here, but if you know where to find the non-comm reports you'll see WAMU is close to WTOP and gaining.

And, at this point it's pretty much moot. Bonneville will likely flip it in the Fall. The Post isn't happy with the product. Their reporters resent doing pro bono work for the radio station, in fact the post is under investigation for such practices. Their morning man is gone from mid summer to early winter.

Also, when PPM hits DC, expect to see WTOP drop just like KYW. PPM will include non-comm ratings, so the public will actually get a look at how WAMU and WETA rate (both are now top 5). PPM loves AC and passive listening. I don't know too many places where WTOP is blaring in the cubicles.

 

[amfmxm]

Well, in the lastest ratings, WTWP is up again. Quite respectable for a relatively new talk station... tied for #18 with Sports WTEM. Not far behind FM Talker WJFK #17 and Veteran AM Talker with Rush WMAL #13.

This has been a claim made over and over by Bonneville folks, the ratings are respectable for a brand new station. It's totally a red herring, considering that they had the opportunity to hold the WTOP audience but lost it almost entirely. Also factor in that they have full market coverage, and they are tied with a pea shooter. Also, they are way behind Rush. 3 hours a day doesn't make a station's ratings. WMAL is not so much a political talk station as it is a GOP drumbeat for support of Deer Leeder.

If you want to make a real comparison, put WTWP along side WAMU. We can't post ratings here, but if you know where to find the non-comm reports you'll see WAMU is close to WTOP and gaining.

And, at this point it's pretty much moot. Bonneville will likely flip it in the Fall. The Post isn't happy with the product. Their reporters resent doing pro bono work for the radio station, in fact the post is under investigation for such practices. Their morning man is gone from mid summer to early winter.

Also, when PPM hits DC, expect to see WTOP drop just like KYW. PPM will include non-comm ratings, so the public will actually get a look at how WAMU and WETA rate (both are now top 5). PPM loves AC and passive listening. I don't know too many places where WTOP is blaring in the cubicles.

DC has always been a strong public radio market, so few will be surprised by WAMU & WETA. WAMU's presence, in particular, goes a long way in explaining the relative weakness of commercial talk in the market.

If WTWP's faux-public format is, as you say, toast, then sports/sports-talk is the next logical direction. Neither WTEM nor The Danny have the signals to knock heads with the 1500/820/107.7 monster.

Then again, there is Liberal Talk...

 

[NewsNow]

With the latest trend, WTWP is back down.

 

[dcradiodoc]

Well, in the lastest ratings, WTWP is up again. Quite respectable for a relatively new talk station... tied for #18 with Sports WTEM. Not far behind FM Talker WJFK #17 and Veteran AM Talker with Rush WMAL #13.

Well, in the latest ratings, WTWP is down again. Quite embarassing for a station with a heritage dial position and three signals... all alone at #19, behind Sports WTEM. A mere 60% growth in our overall share will put us even with FM Talker WJFK #16. Veteran AM Talker with Rush WMAL #8 is... wait, they're so far ahead, we can't see how far behind we are.

If the next trend is <1.0, I bet at least initial changes come fast, before the fall book begins.

dcradiodoc