Jaffe on WaPo Radio
From here:
How did the paper blow its chance to become a radio power in the Washington region?
The simple answer, according to reporters and radio executives, is that the Post never devoted time, money, and attention to the task of turning news reporters into radio personalities.
At least one Post journalist asked for pointers on becoming a radio personality, but her request was rebuffed.
The Post was cavalier in compensating reporters. Some were asked to do radio spots for no extra pay. Some were paid $50 for 20-minute appearances; some were paid $25 for five minutes.
The format never gelled. The station started broadcasting long interviews with reporters, who tried to expand on their newspaper and Internet reports. Once the radio pros realized that reporters not trained for radio could drone on or lapse into radio silence, they ordered up shorter appearances. Reporters wound up regurgitating stories they had published that morning.
Listeners would get comfortable with a host, who would then disappear. Longtime pro Sam Litzinger drew a loyal audience before he left for CBS Radio.
Read the rest here.
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Nadine Cheung
Editor, The Job Post
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