Part 2 of 5: How does WNST measure up to other Baltimore media?

January 28, 2012 | Nestor Aparicio

that putting their web traffic stats here would only serve to embarrass them.

Here’s the current chart path of on Alexa over the past two years:
WNST Alexa

Our Twitter feed is the best and most referred in the market, our Facebook friends and the tentacles of all that represents about 12,000 people and we could brag about our 5,200 WNST Text Service subscribers (and these are all people who trust us with their mobile phone numbers). There are also thousands of you who are registered to our site, subscribed to our newsletter and playing our fantasy games as well.

Whether it’s real-time news, the text service, the Prize of Today, our blogs, our radio, our videos, our audio vault – we’re very happy that you love our company at as much as we love Baltimore sports. And we really sincerely appreciate the interest and traffic and it helps us grow our company and feed our families.

Here’s one more nugget if you really want the post-graduate course on where the growth lies in Baltimore sports media: one of the greatest sports resources that is untapped is the female market.

Here’s a great example of what growth we’ve made in that area as a brand in Baltimore over the last 10 years. I’ve done three data surveys since 2000 – all as an “old man AM radio brand.” In every one of these, all of our demographics said that we were precisely 93% male and 7% female.

In 2010, here’s the data for our male/female ratio of our audience with a full-service web brand that comes into everyone’s home and mobile device with “level distribution”:

Registation is 82% male, 18% female
Facebook 68% male, 32% female
Twitter 72% male, 28% female

Our old stand-alone medium of AM 1570 radio was not as appealing to the female demographic for sports because its emphasis on rules, strategy, 3-4 defenses and salary cap talk wasn’t what women were really interested in during their afternoon drive time.

Women love sports. They just love it for a different reason than a 41-year old white guy like me who was born reading the standings, box scores and collecting Topps baseball cards with statistics on the back.

Women don’t want to discuss Hall of Fame credentials or compare Joe Flacco to Johnny Unitas. They just don’t!

There is a movement afoot to take advantage of what women DO love about sports: beefcake guys, tailgates, beer drinking, family gatherings, fantasy sports, gambling on games, water cooler talk that helps them communicate with the other men (and women) in their world who are interested in sports as well.

Oh, and if they want some information on the NFLPA or the collective bargaining situation, we can provide that, too.

But now we do it in the palm of their hands via No on some old-man AM radio station that powers down after dark and has to compete in the same medium with Lite 102 and Mix 106.5.

My bet says our current “State of Baltimore Sports Media” survey will show us to be at least 20% female