GovLaunch: WTOP expanding its workforce to meet demands for digital

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    David Reinbold

    DC radio station, WTOP 103.5FM, is beefing up its workforce to stay ahead of the digital curve for 2012.

    One of the primary reasons for the new structure is to redefine the news workflow. Instead of the traditional model, which takes broadcast content and tries to fit it into a digital hole, WTOP’s strategy will focus on the creation of news stories at the beginning of a process. A story’s execution will be determined at its origin; it will then be optimized for all the distribution platforms WTOP offers – radio, web, Facebook, Twitter, and mobile.

    Vice President of News and Programming, Jim Farley, says that this move toward more digital is crucial to WTOP’s continuing success.

    “We will now have both a Digital Editor and a Radio Editor working together 24/7. No other radio station in America does this. And we are not just talking the talk; we are hiring more people, reevaluating everything we do and making the necessary changes no matter how sacred or ingrained. The future is digital and WTOP will be the leader heading into that future.”

    To help it achieve its goals, WTOP just signed on Laurie Cantillo as the station’s new program director.

    Cantillo is a veteran radio programmer and writer who has worked with talent ranging from Oprah to Imus. She was most recently the Program Director of 77 WABC and in New York, the #1 talk station in the nation. She created two syndicated programs for 77 WABC and Cumulus Media – The John Batchelor Show and Doug McIntyre’s Red Eye Radio.

    What do you think? Should more emphasis be placed on the final medium that houses information? Should content be customized for different platforms?

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