The song ‘My Way’ is a classic track. From Frank Sinatra to Elvis Presley, the single became a legendary anthem for many and recognizable across several generations. Written as a reflection on living life on your own terms, taking responsibility for your choices, and remaining true to yourself until the very end, the song mirrors the approach WWLS afternoon host Jim Traber has taken throughout more than three decades in Oklahoma City.
“I’m a very unorthodox guy doing sports radio,” explained Traber while describing how he has never once listened to outside coaching about his on-air approach. “I get in trouble sometimes from my bosses, but I don’t do sports radio the way most people do sports radio.”
Traber’s journey into sports radio is as unorthodox as his approach to the format. A former MLB player, his broadcasting career began the same day he walked in for an interview. He followed the suggestions from the beat reporters who covered him during his baseball career. It only took a single meeting, and Traber found himself on the air just hours later.
Since then, Traber has built himself into the sports radio destination in Oklahoma City. Dubbed “The Ultimate,” he has never viewed his role through the lens of fandom. Instead, he has carved out a reputation as an independent voice, delivering original opinions, calling balls and strikes evenly, and holding local franchises accountable.
“I take pride in my approach. The people that want objective opinion have tuned in forever to hear what I have to say. 50% of the people who listen to me love me, and the other 50% hate me. But they’re listening,” said Traber. “I don’t want to be compared to small town radio. Despite the market size of Oklahoma City.”
Traber is a throwback, a talent who reflects the early days of sports talk radio. Loud, brash, and unafraid to welcome controversy, every opinion is unscripted, raw, and authentic. He’s never shies away from informing his audience that if they don’t like what he has to say, they can change the channel.
He admits his style is rare today in an age of endless content options.
“It’s hard for some people on the radio to separate being a fan and telling the truth. Heck, there’s people that want me out of the Oklahoma State hall of fame because I’m not a homer for OSU. There’s no one way to do radio, but my way of doing sports radio is dying off,” explained Traber.
Sticking to What Works
Traber’s afternoon program serves as the pulse of sports in Oklahoma City, with affiliate stations stretching across the state. Guided by his no-nonsense approach, Traber’s profile has only grown alongside the success of the Oklahoma City Thunder, who recently lost in the Western Conference Finals.
Over the last 18 years, the Thunder have reached the NBA postseason 13 times and won one championship. For Traber, the team’s arrival and success have provided a tremendous boost to his program because of the inclusivity the franchise brings to the local community.
“It’s crazy because the Thunder have brought together OU (University of Oklahoma) and OSU (Oklahoma State University) fans to the same team. They’re all learning the game in real time,” said Traber. “It’s been a very interesting evolution to witness, and I love it. It’s also been an incredible thing for the city, state, and sports radio.”
Despite the success the Thunder have enjoyed, it hasn’t changed Traber’s approach or the authentic feel he provides his audience. He admits that while he “bows down” to the organization itself, the games on the court remain fair game for criticism.
Sticking to his philosophy, he calls it exactly as he sees it and receives plenty of criticism from listeners for not being a “homer” for the local team.
“The Thunder fans cry a lot,” notes Traber. “I’ve been hard on Thunder for years. I never go personal. We’re the Thunder’s radio flagship station but not once have they told me to stop with anything. That’s awesome, and the way it should be… They realize what my job is, and what their job is. I’m not paid by them. But I appreciate how they’ve treated that relationship.”
Bucking the Trends
Traber is not an Oklahoma City native. He grew up playing baseball in Columbia, Maryland, before heading to Oklahoma State in the early 1980s. A two-sport athlete with the Oklahoma State Cowboys, Traber was a 21st round selection by the Baltimore Orioles in the 1982 MLB Draft. He then went on to play parts of four seasons with the club.
Currently, he calls Oklahoma City his home for more than 35 years, but hasn’t lost his Northeast roots. Traber admits the two teams he still shares strong ties with are Oklahoma State baseball and the Pittsburgh Steelers.
However, Traber has noticed changes in sports radio that he doesn’t believe have benefited the industry. He feels some personalities feel held back by concerns over access, relationships, and the business realities of the industry.
“I’ve seen sports radio change a lot. I’m proud to say that I haven’t changed. There aren’t many people on our station that do it the way I do it,” said Traber. “I’m not saying our way is the right way to do sports radio. It’s just the way I’ve done it… There’s people all over the market that are homers. Go listen to them.”
Traber believes sports radio is shifting in a different direction, one he considers too laid back for what the format should be. In his view, spirited debate has increasingly been replaced by predictable conversation.
“There’s no more arguing on sports talk radio anymore. There are points that must be debated and conveyed in certain manners from time to time,” says Traber. “If it’s just me on one side, so be it. I’m not doing it to get people fired up. I’m doing it because that’s how I feel.”
Enjoying the Ride
His approach may be a throwback, but the results speak for themselves.
Traber is annually recognized in the Barrett Media rankings released each February. In prior years, his name regularly appears among the top twenty mid-market afternoon drive shows. This past year he finished as the second-best program in the format, trailing only The Afternoon Team with Poni and Mueller on Pittsburgh’s 93.7 The Fan.
“I love it, because those that vote aren’t sitting and listening every day. They’re looking at everything involved with the program from top to bottom. That makes me really happy that people recognize the program,” says Traber. “I’ve been doing this for over thirty years. To know I’m not dying off yet, it’s pretty cool. When your peers say you’re doing a good job, that feels good.”
That recognition is meaningful, but Traber wouldn’t have it any other way. More than three decades after stepping into a sports radio studio for the first time, he continues to prove why he’s known as “The Ultimate.”
“I love working, and don’t plan on stopping anytime soon,” said Traber, who will turn 65 this coming December. “Not many people get to say they like doing their job. My goal is to have a seven in front of my age when I decide it’s time to walk away. But we’ll see, you never know what can happen.”
In an era when sports radio often feels safer, more polished, and increasingly predictable, Jim Traber remains something different. He doesn’t chase approval, worry about being liked. He also doesn’t bend his opinions to satisfy teams, listeners, or industry trends. Whether audiences agree with him has never been the point. Authenticity has.
In many ways, My Way feels like the perfect soundtrack for Traber’s career. For more than thirty years, he’s built one of sports radio’s most successful brands. He credits trusting his instincts, embracing disagreement, and refusing to sound like anyone else.
The industry around him may continue to evolve, and the style he champions may become increasingly rare, but Traber doesn’t appear interested in changing course.
After all, “The Ultimate” has spent an entire career proving that success in sports radio doesn’t require following someone else’s playbook.
It simply requires having the conviction to do it your way.
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John Mamola is Barrett Media’s sports editor and daily sports columnist. He brings over two decades of experience (Chicago, Tampa/St Petersburg) in the broadcast industry with expertise in brand management, sales, promotions, producing, imaging, hosting, talent coaching, talent development, web development, social media strategy and design, video production, creative writing, partnership building, communication/networking with a long track record of growth and success. He is a five-time recognized top 20 program director in a major market via Barrett Medi’s Top 20 series and has been honored internally multiple times as station/brand of the year (Tampa, FL) and employee of the month (Tampa, FL) by iHeartMedia. Connect with John by email at John@BarrettMedia.com.
