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Thursday, September 2, 2010

Washington's all-news WTOP is driving away from Metro Traffic, in February

change

WTOP-FM (103.5) is the only all-news radio station in the nation’s Capital, and the only station that has more than a 10-share in the latest monthly Arbitron PPM rankings. DCRTV was the first to break the news about the Bonneville-owned station planning to sever their ties with Metro Traffic. While WTOP currently receives traffic information from Westwood One-owned Metro Traffic, their best-known traffic reporter, the legendary Bob Marbourg who has been reporting traffic on WTOP since Jimmy Carter was President, is already on the WTOP payroll. The other traffic reporters heard on WTOP, including Lisa Baden, are employees of Metro. Bonneville market manager Joel Oxley says WTOP will “invest heavily in people and resources to make sure we have the best possible sports and traffic products.” One reason to sever ties with Metro, whose contract runs through next February, is economics. Metro Traffic receives bartered airtime for their traffic product and reporters they provide, and those commercial spots are valuable to a station that achieved a 10.4 and a 10.6 share with age 6+ listeners, while having the highest cume of any station in the market in the last two Arbitron PPM’s (July / August 2010).

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