OFF THE TICKER : Turn On, Tune In, Maybe Get a Job

Radio listeners don’t tune in WHLP to hear the latest rock or heavy metal tunes, but rather the latest masonry or metal jobs--along with openings for dental hygienists, landscapers and chemists.

The AM station began broadcasting help-wanted ads earlier this month, abandoning its black-oriented oldies format and old call letters.

“A firm in Sparks, Md., has an opening for a rodman on their survey team,” an announcer says. “I have no idea what a rodman is, but someone out there does.”

The station’s announcers spice up advertisements with chit chat and wrap it around other taped spots, promos and short programs dealing with topics such as how to dress for an interview, prepare a resume or start your own business.

Tom Dore, who is overseeing WHLP’s start-up for Western Star Broadcasting of Chicago, says he hopes that the station will grab between 3% and 5% of the audience share.

Last spring in its old format, the station drew a 0.3% share, according to Radio Business Reports, a Washington magazine.

Tom Moon, head of a Silver Spring, Md., ratings analysis firm, says it’s unlikely WHLP will rise to the top of the ratings, but it can find a comfortable niche.

“I think it’s an extremely creative use of AM radio which most people are ignoring,” Moon said.