Effective Monday, July 5, WBAL-AM’s afternoon drive programming with switch to all news from 3 p.m. – 6 p.m. This move comes as an effort by WBAL-AM to boost its listenership by expanding news programming in the critical afternoon drive timeframe.
Last year, WBAL-AM increased its news coverage in morning drive (the Dave Durian show) and ratings have risen. Overall, news/talk stations have seen their ratings slide following the adoption of Arbitron’s new people meters (devices people wear to track their exposure to radio programs).
Essentially, news/talks stations are moving to make changes like these to increase listenership – with ultimate goal of enticing more advertisers to buy spots on their stations. In WBAL-AM’s case, this will provide a huge draw for people leaving work who want to tune in to hear the latest, local news. Currently, there are no other stations in the Baltimore market that focus on local news in the afternoon.
In other news, Ron Smith’s show – formerly in the afternoon spot – will move to the 9 a.m. – noon slot. Details on who will be hosting afternoon drive have not yet been released. Clarence Mitchell IV’s show will continue to airing from 12 p.m. – 3 p.m.
