'XRT's Arbitron stats are solid as Chicago's finest rock

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Posted by chicagomedia.org on October 02, 2009 at 14:42:36:

LEWIS LAZARE | Sun-Times Media and Marketing Columnist

For a station that never pretended to be a mainstream rock station, CBS Radio-owned WXRT-FM (93.1) has done OK for itself. In fact in the August Arbitron ratings book, WXRT was, impressively, in fourth place overall Monday through Sunday in the key 25-to-54-year old demo, up sharply from ninth place in July.

A large part of the reason for the station's success is Program Director Norm Winer, who has held that post for a remarkable 30 years -- several eternities in radio.

Winer, 60, probably knows the essence of the WXRT brand better than anyone at the station, with the possible exception of familiar on-air host Terri Hemmert, who has been with the station since 1973. Winer believes he has been able to navigate WXRT successfully through any number of vicious ratings battles by refusing to lower his or the station's standards and by always listening to what the public wants. Also, amazingly, Winer and the format have survived the station's move from private to corporate ownership. Westinghouse bought the station from local owners in 1995, and Westinghouse subsequently merged with CBS in 1996.

Additionally, the marketing of WXRT as "Chicago's finest rock" has been as consistent and long-lived as Winer's presence. Along with the unchanged tag line, the diamond seen in the WXRT logo has remained in place for three decades as a reflection of the station's desire to project a high-quality image. In fact, Winer says he has always viewed WXRT as the rock equivalent of fine arts outlet WFMT-FM (98.7), which prides itself on the finest in classical music and arts programming.

Over the years Winer has been smart about keeping the station's sound fresh and different from competitors. He seeks music from rock groups that aren't usually top of mind at other rock outlets, and he has made sure WXRT is a visible presence at -- or sponsor of -- cutting-edge fests like the recent Lollapalooza and the Pitchfork Music Festival. It's all obviously working for WXRT and for Winer. "I've never gotten another job offer in 30 years that was tempting enough to make me leave WXRT," said Winer.

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: LEWIS LAZARE | Sun-Times Media and Marketing Columnist : For a station that never pretended to be a mainstream rock station, CBS Radio-owned WXRT-FM (93.1) has done OK for itself. In fact in the August Arbitron ratings book, WXRT was, impressively, in fourth place overall Monday through Sunday in the key 25-to-54-year old demo, up sharply from ninth place in July. : A large part of the reason for the station's success is Program Director Norm Winer, who has held that post for a remarkable 30 years -- several eternities in radio. : Winer, 60, probably knows the essence of the WXRT brand better than anyone at the station, with the possible exception of familiar on-air host Terri Hemmert, who has been with the station since 1973. Winer believes he has been able to navigate WXRT successfully through any number of vicious ratings battles by refusing to lower his or the station's standards and by always listening to what the public wants. Also, amazingly, Winer and the format have survived the station's move from private to corporate ownership. Westinghouse bought the station from local owners in 1995, and Westinghouse subsequently merged with CBS in 1996. : Additionally, the marketing of WXRT as "Chicago's finest rock" has been as consistent and long-lived as Winer's presence. Along with the unchanged tag line, the diamond seen in the WXRT logo has remained in place for three decades as a reflection of the station's desire to project a high-quality image. In fact, Winer says he has always viewed WXRT as the rock equivalent of fine arts outlet WFMT-FM (98.7), which prides itself on the finest in classical music and arts programming. : Over the years Winer has been smart about keeping the station's sound fresh and different from competitors. He seeks music from rock groups that aren't usually top of mind at other rock outlets, and he has made sure WXRT is a visible presence at -- or sponsor of -- cutting-edge fests like the recent Lollapalooza and the Pitchfork Music Festival. It's all obviously working for WXRT and for Winer. "I've never gotten another job offer in 30 years that was tempting enough to make me leave WXRT," said Winer.

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