Photo of Melissa Goode by Desirée Stover

Hip to b

WTMD forges partnership with the Sun’s new weekday publication

By Stuart Zang

Open one of those bright orange newspaper boxes that sprang up all across Baltimore earlier this month and you’ll find b, the Sun’s new free daily. Each day, b’s primary radio partner, WTMD, contributes original music-based content.

“Not too long ago we received a call from b’s publisher and editor,” says Steve Yasko, WTMD’s general manager. “They said the Sun was starting a new free weekday publication and was interested in having WTMD contribute daily content. We saw a great opportunity to reach more of Baltimore’s music lovers.”

Describing itself as a conversation starter, b, which launched on April 14, focuses on providing “news for young adults.” Its initial circulation of 50,000 copies is expected to grow to 75,000 by fall. The publication is distributed free at street boxes, retail stores and coffee shops.

“b is a fun, quick read,” says Melissa Goode, WTMD’s editorial coordinator. “Hopefully WTMD’s listeners will enjoy reading about their favorite program in print, and b’s readers will tune in to the station.” Formerly host of WTMD’s Middays show, Goode reduced her on-air workload to make time for her newly created position. She takes content prepared for broadcast on WTMD’s signature programs, such as "Baltimore Unsigned," "Morning Sessions" and "Altered Fridays," and edits it for publication in b. Goode’s fellow disc jockeys also contribute CD reviews, play lists and artist interviews. WTMD will also post videos of in-studio performances at bthesite.com, where b maintains blogs, a news feed, forums, videos and other online content. As WTMD develops new programs, it will offer b an opportunity to run a print component.

WTMD’s content in b matches up with segments the station broadcasts that same day. For example, on Monday mornings, b runs a review of WTMD’s CD of the Week. It also publishes a picture and brief description of an artist or band featured that night on "Baltimore Unsigned, as well as a partial transcript of the interview with host Sam Sessa. Each column from WTMD features the station logo and reminds readers that it is “listener-supported radio from Towson University.”

“I’m thrilled by this new partnership,” says Yasko. “To thrive in this rapidly changing media climate, organizations need to form relationships with organizations in other media to maintain their current audience and find new ones, some of which expect to get their news content across different media platforms.”

“b gives WTMD a new way reach non-listeners. Somebody might pick up a copy of b on their way to the office, put it in the break room, and discuss something they’ve read. When the conversation turns to music, WTMD will be front and center.”

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