American University Public News/Talk 88.5 WAMU Washington DC has announced a round of cuts and restructuring as it prepares to put more emphasis on its audio product.

WAMU, which is regularly the most listened to station in Washington with a 12.7 share in the just released January 2024 Nielsen Audio ratings, will shutdown its DCist.com news site while eliminating fifteen positions. WAMU had acquired the site in 2018 from the former Gothamist network with WNYC New York and KPCC Los Angeles acquiring Gothamist.com and LAist.com respectively. KPCC would later rebrand as “LAist 89.3“.

Axios reports that while fifteen current positions are being eliminated, WAMU intends to add ten new audio based positions as the organization focuses on its core radio products and new digital audio opportunities from podcasts and live events. The Axios report says the station is planning to launch a new local program and will “elevate WAMU’s biggest voices”. General Manager Erika Pulley-Hayes was quoted, “We’re making the choice to invest in what we’re better at than anyone else in this town, and that’s audio.”

A memo sent to staffers by Pulley-Hayes ahead of their all-hands virtual meeting this morning informed them that all local on-air and digital content would be suspended with no employees expected to come into the office leading to many fearing much more substantial cuts. WAMU recently hired National Geographic’s Vice President of Multi-Platform Content and Integrated Storytelling Michael Tribble as Chief Content Officer. Tribble also has held editorial, design and innovation roles at multiple newspapers across the country.

WAMU 88.5 American University Radio today announced a new strategy to deepen engagement with Washingtonians. The strategy is centered around audio and live experiences – providing rich programming on-air, online, and on-site. A cornerstone of the strategy will be the development of a new local show, for-, by-, and about Washingtonians. The show will be designed to reflect and represent what makes the DMV area unique and will be designed for broadcast and on-demand audiences. WAMU will also partner with local content providers to amplify their stories and connect audiences with a variety of rich experiences.

“WAMU has been a leader in purpose-driven media for decades and sits at the heart of this community. We are embracing the future by focusing on what we do best, which is audio excellence, and building deeper community engagement around it,” said Erika Pulley-Hayes, WAMU General Manager.

For more than two years, WAMU has been the No. 1 radio station in the DC market. Its original programs include The Politics Hour, 1A, Hot Jazz Saturday Night and The Big Broadcast, which all lead in their timeslots.

WAMU’s new plan for audience engagement will capitalize on its extensive audio expertise. “We are committed to growing our relationship with current listeners while developing multi-platform approaches that engage new audiences through compelling, top-tier audio storytelling,” said Michael Tribble, WAMU’s Chief Content Officer.

“WAMU’s strategic decision to focus on audio and live programming enables it to fulfill its mission without distraction,” said Peter Cherukuri, Vice Chair WAMU Board of Advisors and former POLITICO executive. “Too many media companies fail by trying to be all things to all people, leaving their value proposition diluted and weakened. This concentrated direction not only enhances the integrity of its journalism but also sharpens the value WAMU offers to its community and stakeholders.”

“Public media is at an inflection point requiring a reimagination of the future. I’m pleased to see WAMU take this bold step and serve as a leader for what public media can be in this new era,” said Jeff Sine, Partner & Co-Founder, the Raine Group, American University Trustee, and former Chair of the NPR Board of Directors.

WAMU is incredibly proud of the work produced for the digital news site DCist.com, which it acquired and has supported since 2018. With the renewed focus on delivering audio-first storytelling, WAMU made the decision to sunset the site and social channels. An archive of the website is being made available to staff to support their professional pursuits.

Since 1961, WAMU has been a pillar in the community known for its innovative approach to sharing local voices as part of the Washington DC experience. The station was an early member of what was to become the National Public Radio system, and today is a cornerstone and participating member of NPR+ digital platform. WAMU is known for the strength of its local voices, Diane Rehm, Kojo Nnamdi, Jenn White, Rob Bamberger and Murray Horwitz.