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Survey Method Questioned as WHUR Surges
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Arbitron, which didn't return calls seeking comment yesterday, has recognized the need for a more reliable methodology. As part of a gradual nationwide rollout, it will be replacing its diary system with new, more accurate electronic "people meters" in Washington this fall.
In other ratings news:
· Don Imus's return to radio in Washington in March was greeted with a collective yawn. Imus's program on WJZW-FM, or "True Oldies 105.9," attracted a 1.1 percent share during the spring. In the same period a year ago, WJZW's "smooth jazz" programming attracted 1.5 percent in the same morning drive-time slot.
· The departure of another Don -- Don Geronimo -- from "The "Don and Mike Show" on WJFK (106.7 FM) didn't hurt his longtime partner. "The Mike O'Meara Show" drew a 3.3 percent share, up from 3.1 percent before Geronimo's exit, and improved its position among male listeners.
· Aside from WHUR, the spring's big gainer was news-talk WMAL (630 AM). With the political campaigns in full swing, WMAL's conservative talkers (Andy Parks and Fred Grandy in the morning, Chris Plante, Rush Limbaugh and Sean Hannity) made WMAL the only AM station to finish among the region's top 10.
· WWWT (1500 AM, 107.7 FM), which replaced Washington Post-themed programming with syndicated talk shows, fell to just a 0.6 share. That is half the share that the old WTWP attracted before its demise last year.
