WETA's New Audience Opportunity
Here is an opportunity to create the flagship station for a new public radio network aimed at an entirely different audience. It could be a younger audience, a predominately black audience, or even an audience with different personal or social values than the NPR News audience. It could be the beginning of a new form of public radio that advances the industry's overall service to DC and the nation.
But that probably won't happen. WETA could have targeted a new audience when it first dropped classical music. It could have targeted a new audience after each Arbitron survey that showed its news/talk format wasn't working. But it didn't. Not really.
Diversifying the audience is hard and expensive work. Switching back to classical is WETA's easier (but not necessarily easy) way out of a difficult situation. It is understandable, but it is also a lost opportunity for all of public radio.