Reviewed by Peter Berk, President and Chief Media Strategist, Berk Marketing · Last updated 7 September 2026
If you are thinking of advertising on DC’s WTOP, now is a good time. Washington’s WTOP is working hard to rebuild its news coverage into a broadcast + online news organization. Instead of sitting pat as one of the nation’s most profitable radio stations, WTOP Radio is now making online news a big part of its organization. That’s one big reason why radio advertising with DC’s WTOP Radio is a good idea.
Washington’s WTOP Radio said it aims to become a full multi-platform news operation by changing the way it does business. Instead of taking broadcast stories and fitting them onto WTOP’s website, the station says it will have digital editors and radio editors staffed 24 hours a day and working together to optimize stories for radio, web, mobile and social media all at once.
The move comes as WTOP faces increased radio competition, though it remains the top-rated station in the Washington region, according to Nielsen Audio figures. CBS Radio launched a competing all-news station in Washington on 99.1 FM in 2011, abandoned the format in 2015, and was itself merged into Entercom, now Audacy, in 2017. CBS also operates profitable all-news local stations in New York, Los Angeles, Chicago and other cities. In Washington, public radio station WAMU-FM also draws a large news audience.
Jim Farley, WTOP’s vice president of news until his retirement in 2013 and who died in August 2024, said his station’s strategy was unique and aimed at competing with newspapers, TV stations or anyone online.
“Other radio stations are cutting and cutting and cutting, and we think the path to growth is investing in your product,” he said. “And to the best of my knowledge, there is no other radio station in the United States doing this, dual desks 24/7.”
This is good news for you, as a business owner.
WTOP Radio Advertising
There’s a reason that WTOP’s ad revenue topped all other U.S. radio stations at more than $66 million .. and that reason is that advertising on WTOP Radio is an investment with solid returns.
If you are thinking of advertising on DC’s WTOP Radio, call Berk Marketing Radio & TV at 866-747-4707.
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