Lessons From WTOP

One would think the top-billing radio station would be the top-rated station in the biggest market. Why, then, is Washington, DC, market number 9,  home to the top-billing radio station in America? BIA/Kelsey reports that all-News WTOP billed $57.2 million in 2010.

It starts with attitude. CEO Bruce Reese is quoted as telling the staff, "If you are the biggest and best radio station in town, you are only the tallest pygmy in the room. You have to compete with the big boys, NOT just other radio stations." (Reese is headed to Hubbard Radio as president and CEO from the same post at Bonneville International following Hubbard's January purchase of 17 Bonneville stations, including WTOP. That deal is expected to close in Q2.)

Second, WTOP realizes that it's not just a radio station, it's a media news brand with multiple distribution outlets. SVP/Market Manager Joel Oxley had focus groups done with all station employees and some outside experts and redefined WTOP as not just a radio station, but a digital news organization, informing and engaging as many people as possible as often as possible, across all media: FM, HD Radio, streaming audio, Facebook, Twitter, e-mail and text alerts, and the free WTOP iPhone app.

Third, DOS Matt Mills is incredibly focused and respects the format. Mills has been known to turn down business that he feels is inappropriate for an all-News station. The station also pays its highest commissions for new business from companies not currently using radio.

Fourth, WTOP is committed to the format and has designed it to succeed, hiring a newsroom filled with highly competitive people who want to win. WTOP has won nine national Edward R. Murrow Awards in the past two years, more than any other radio or TV station in the nation. And it gets sky-high ratings, both 12+ and 25-54.

WTOP has overcome the odds and won a title that should be held by a bigger-market station. Its success starts with determination to do great radio with inspired employees. It's about achieving success not through cost-cutting, but by doing radio right.

This is a great example for all of radio and an inspiration to all of us.

Comments

[OfeliaPhelps]

I opine that to receive the home loans from creditors you should present a good motivation. Nevertheless, once I've got a auto loan, just because I was willing to buy a building.

[Jacquelyn]

How very disappointing. It seemed RadioInk was trying to originally act like a journalistic entity and be fair to both sides. As Media Matters stated in their response (which your company originally printed but you suspiciously neglected to mention): MM pulled their numbers from a respected source AND they are unable to get a list of Beck stations from Premiere Radio. There was no "trying to make a story... with claims that Beck now has less than 400 radio affiliate" but rather there are still some legitimate questions regarding Premiere's statement.

I don't know Beck's NY trends but surely they should support your statement that Buckley is "standing on personal principle" and taking "a huge financial hit" in his decision to pull Beck. Your avoidance in discussing New York's trends makes me wonder what you are hiding...especially when you were so happy to provide the PR numbers of OTHER markets.

Assuming at least 400 stations are airing Beck, I would expect/hope he is outperforming in some markets...that is obvious. Way to state the obvious.

I am unsure of what the ultimate purpose of this article was: to back-hand MM or to promote Beck? You seem to have done both without showing integrity or thought in either act.

I don't know if this is supposed to be the "editorial" side of the web-site but you have lost HUGE points for integrity on this one. I thought this was called "Think Tank" not "PR Tank".