Classical Music Boosts DC NPR Station Ratings

Paul Farhi writes in today's Washington Post:

A bunch of European composers who haven't had a hit in decades have been very, very good to radio station WETA.

Since dropping news and talk programming for classical music in January, the Arlington public station has seen its fortunes soar. Ratings have more than doubled since the switchover from BBC and NPR reports to Bach and Brahms concertos. And perhaps just as important to WETA (90.9 FM), pledge contributions from listeners have been gushing.

WETA's strong showing in the first four months of the year likely reflects the death of WGMS-FM, the station that called it quits in January after 60 years as Washington's commercial classical station. WETA, owned by a nonprofit foundation, coordinated its format change with WGMS's expiration, becoming the sole classical outlet on the local airwaves.

The station's early success suggests that classical music isn't dead as a radio format, despite its long decline on commercial stations across the country. According to a study last year by the National Endowment for the Arts, only 28 commercial stations nationwide had a classical-music format in 2005. Public stations have gradually cut back on classical, jazz and other musical forms to focus on news and talk -- exactly the opposite path that WETA has taken this year.

The gains of that change are borne out by WETA's audience totals during the January-March quarter. According to the ratings service Arbitron -- which releases figures for public stations separately from those of commercial stations -- WETA captured 4.9 percent of the radio audience in Washington during the first quarter, up from 2.1 percent in the preceding three months, when WETA was a news-talk station. WETA carried mostly news and talk for a two-year period starting in February 2005.

Those numbers make WETA the region's fifth most popular station, behind traditional powerhouses WHUR-FM (which plays hip-hop), WTOP-FM (all news), WPGC-FM (urban contemporary) and WMMJ-FM (R&B hits).