Grabbing listeners

Ratings: Radio One lives up to its name.

Radio And Television

July 28, 1999|By Chris Kaltenbach | Chris Kaltenbach,SUN STAFF

Radio One landed an impressive one-two punch last quarter, garnering both the top and runner-up spots among Baltimore's most-listened-to radio stations.

For the seventh straight quarter, Urban Contemporary station WERQ-FM (93.2) finished atop the ratings board, with an average 8,000 more listeners than Baltimore's No. 2 station.

But as if that weren't good-enough news for Cathy Hughes' Radio One network, the No. 2 operation among listeners 12 and older for the quarter ending June 30 was another one of its stations, WWIN-FM (95.9), which plays popular music aimed at an older audience. It caps an impressive rise from No. 6 for the last quarter of 1998 to No. 4 for the first quarter of 1999, increasing listenership by an average 5,000 listeners in an average quarter-hour, the biggest increase among Baltimore top-10 stations. It finished first among listeners ages 25-54, just slightly ahead of WERQ.

"We just kind of carved a niche in the marketplace for listeners who are 30 years of age or older, and fortunately, the audience has responded," said Kathy Brown, Magic 95.9 program director. "We've just constantly been carving, carving, carving, trying to get us as high up on that 12-plus list as possible, without abandoning our older listeners." The numbers solidify Radio One's hold on Baltimore's listeners, a hold that's only been getting stronger since the last quarter of 1996, when 92-Q first reached the top of the ratings.

"It's a pleasant competitive spot to be in," Radio One Baltimore General Manager Pam Somers acknowledged. "We're ecstatic. To have the No. 1 and No. 2 stations, I can't say enough about how we appreciate our community of listeners' support."

Among morning shows, Rouse and Company, on WQSR-FM (105.7), regained its top spot among listeners 12 and older after falling to third last quarter. WERQ fell from first to second, followed by news and talk station WBAL-AM (1090) and country station WPOC-FM (93.1). WQSR held the top spot among listeners 25-54.

For you completists out there, here are the Arbitron ratings and audience share for listeners 12 and older for Baltimore's top 10 radio stations. Each share point represents about 3,600 listeners in an average quarter-hour.

1. WERQ-FM (92.3), 9.6

2. WWIN-FM (95.9), 7.3

3. WPOC-FM (93.1), 6.6

4. WBAL-AM (1090), 6.3

5. WQSR-FM (105.7), 5.8

6. WLIF-FM (101.9), 5.7

7. WWMX-FM (106.5), 4.5

8. WHFS-FM (99.1), 4.1

9. WIYY-FM (97.9), 4.0

10. WXYV-FM (102.7), 3.8

Liddy on Y2K day

Watergate burglar turned talk-show host G. Gordon Liddy will be bringing his syndicated radio show to PSINet Stadium on Friday.

The show, which will air live beginning at 11 a.m. on WJFK-AM (1300), is part of that station's Y2K day, billed as an opportunity for listeners to hear and talk about how they might be affected by the changeover to the new millennium. Liddy will broadcast live from the stadium's Club Level. Access to the broadcast, as well as to other Y2K-related activities, is free and open to the public.

TV Land looking for you

TV Land's search for the ultimate television fan is coming to Washington on Saturday.

Devoted TV viewers who think they have a firm grasp of television trivia should make their way to the Shops at Union Square, located at Washington's Union Square train station. Registration for "TV Land's Ultimate Fan Search" runs from 10 a.m. to noon, with contests scheduled for noon, 2 p.m. and 4 p.m. From the contestants, one fan will be chosen to fly to Los Angeles for the chance to be on the televised version of the fan search, scheduled to air on TV Land in the fall.

And if that isn't enough for you, how's this: famed TV second banana Howard Daily, Major Healy on "I Dream of Jeannie" and Howard Borden on "The Bob Newhart Show," will sign autographs.

Pub Date: 7/28/99

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