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It ain't as easy as it looks, er, sounds

Posted at 1:05 PM on June 7, 2007 by Bill Wareham

Fourteen months after getting into the news radio business, The Washington Post is reassessing its strategy on WTWP-FM and AM. As the linked Post article explains:

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.