In the latest radio ratings, for the first three months of this year, WEAA's audience was less than half of WYPR's -- 81,300 listeners in an average week, compared to 166,800.
To cut into the difference, Oliver and WEAA will have to do more than simply persuade listeners to switch their allegiance from one radio station to another.
"Will whites listen to a majority black station?" asks Jason Loviglio, director of media and communication studies at University of Maryland, Baltimore County.
"The history has been no, unless it's been primarily a music station."
Oliver came to Baltimore after stints in Washington with Radio One (which operates four stations here, including top-rated WERQ-FM, 92.3) and XM Satellite Radio.
He says WEAA airs a mix that's about 70 percent music, 30 percent news and talk, but he would like to move that ratio closer to 60-40.
"Historically, WEAA has always had a mix of jazz, news and public affairs," he says. "This station, as well as the community, could really benefit from us adding more news and public affairs programming."
And it should help the station raise money, he adds.
WEAA's annual operating budget stands at about $800,000, Oliver says, and about $300,000 of that comes from Morgan State. In October, he says, the station held its first membership drive in about three years, raising $50,000. Another drive is scheduled for May 31 to June 8.
Andy Bienstock, WYPR's vice president and program director, says he welcomes the increase in news and talk at WEAA. "Competition helps all of us," he says. "More choices are good."
chris.kaltenbach@baltsun.com
