Four years ago today, Audacy made a bold bet on 1010 WINS. On October 27, 2022, the all-news staple joined the 92.3 FM signal as a full-market simulcast. Skeptics lined up quickly, but the results tell a very different story.
The critics offered three main arguments. First, they said the move wasted a valuable signal, because anyone who cared about the news would find it on AM. Second, they claimed Audacy was doubling up content by running it on two signals. Third, they hated the idea of dedicating all-news radio to WCBS 880, 1010 WINS and 92.3 FM while punting on ALT 92.3.
Those arguments sounded logical at the time. However, logic doesn’t win ratings battles. Numbers do.
The Ratings Settled the Debate
We know what happened with WCBS 880. Now we know what happened when 1010 WINS landed on 92.3 FM, too. The station got stronger — much stronger.
Consider the most recent ratings reports. 1010 WINS ranks number one with Men 25-54 in morning drive. Additionally, it sits at number three overall with Adults 25-54. In the 12+ ratings, the brand has earned a 10 share at times. Even among Adults 18-34, it has posted finishes as high as a 7.4 share.
Those aren’t the numbers of a station that wasted a signal. Instead, they’re the numbers of a brand that found a bigger audience. Meanwhile, the younger demo results deserve extra attention, because all-news radio rarely wins that crowd.
The loss of ALT 92.3 stung its fans, and that reaction was understandable. Still, a station has to serve the audience that shows up in the ratings. Furthermore, FM still matters. Listeners expect a clean sound and easy tuning, and FM delivers both. As a result, a news brand on 92.3 FM reaches people who’d never think to search the AM dial.
The Sound Matters as Much as the Signal
Still, FM alone didn’t deliver those results. Years ago, Audacy New York Vice President of Audio & Digital News Ben Mevorach changed the approach and the sound of 1010 WINS. He pushed the station to sound more conversational and easier to understand.
That shift mattered. Too many news stations still sound stiff and formal. In contrast, 1010 WINS adapted to the way people actually talk and listen. Consequently, the brand fits naturally on an FM dial full of music stations.
Clarity wins in news. Listeners tune in for quick, trustworthy updates, and they don’t want to decode them. When anchors sound like real people, the audience has a reason to stay.
Digital distribution also played a major role. The brand embraced the platforms where news consumers already spend their time. Therefore, 1010 WINS doesn’t depend on one dial position or one device anymore. It follows the listener from the car to the phone and beyond.
A Leap of Faith That Paid Off
Audacy took a leap of faith four years ago today. Skeptics saw a risky overlap, but the company saw an opportunity. Now the proof is in the pudding. Ratings climbed, the sound improved and the brand grew across platforms. In other words, the simulcast didn’t dilute 1010 WINS — it strengthened it.
Consider the alternative. Had Audacy listened to the skeptics, 1010 WINS might still live on AM alone, and a big chunk of New York’s news consumers might never have found it.
Other radio operators should take notice. Strong content deserves the strongest signal available. Likewise, a sharp sound and a smart digital strategy turn that signal into an audience. Four years later, 1010 WINS proves the point every single morning.
Barrett Media produces daily content on the music, news, and sports media industries. Sign up for our newsletters to stay updated and get the latest information right in your inbox.
