Post Radio Ponders a Fix For Its Low-Rated Formula (Will they add Beck?)

Faced with continuing financial losses and stubbornly low ratings for Washington Post Radio, Bonneville International Corp. and The Washington Post are reassessing programming on the station, which the two companies launched 14 months ago.

WTWP (107.7 FM, 1500 AM) primarily airs news and talk programs, much of it featuring reporters and editors from The Post. The newspaper-on-the-radio format is unique in the radio industry.

WTWP has struggled to attract listeners since its inception. Although its ratings have begun to improve, the station has never exceeded a 1 percent share of the local radio audience in any of the quarterly audience surveys conducted by Arbitron Inc.

The station continues to lose money, although the privately held Bonneville -- which owns WTWP and is owned by the Church of Jesus Christ of Latter-day Saints, in Salt Lake City -- hasn't disclosed its financial results. ooking at how we can address that? We certainly are."

On Monday, Bonneville laid off five WTWP employees, including two producers and an associate producer.

The station's most successful show has been its morning talk program hosted by Tony Kornheiser, the veteran Post sports columnist. (snip)

Among the programs that Bonneville is considering is a show hosted by conservative Glenn Beck. However, both Bonneville and The Post must agree on all programming decisions. Beck's widely syndicated show is now heard from noon to 3 p.m. on WTNT (570 AM). "Beck is an interesting guy," said Joel Oxley, Bonneville's top local executive. "He does a good job in some other markets."

Oxley said the station's ratings improved in April, thanks to the Kornheiser show, broadcasts of Washington Nationals baseball games and the introduction of dual anchors during most time slots during the day.

The station's most successful show has been its morning talk program hosted by Tony Kornheiser, the veteran Post sports columnist.

Unnngh. That clown managed to make Theismann palatable on Monday Night Football.

2 posted on 06/08/2007 1:55:21 AM PDT by martin_fierro (< |:)~™)

I used to watch “Pardon the Interruption” when it first aired on BSPN, primarily because it was easier than self mutilation. I’m now currently seeking professional help.

3 posted on 06/08/2007 2:06:49 AM PDT by GOP_Raider (FReepmail me to join the FR Idaho Ping List.)

Liberal reporters, spouting dour opinions can’t get listeners? What a surprise.

4 posted on 06/08/2007 4:18:02 AM PDT by norwaypinesavage (Planting trees to offset carbon emissions is like drinking water to offset rising ocean levels)

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