WRAT is just too old and stodgy musically. They play way too much classic rock. The key for them to pull a stronger ratings share is to tweak from Mainstream to Active Rock. With all the other stations around that play classic rock exclusively, I think they would benefit from changing things up a bit.
WRAT's biggest problem is that nobody can hear it - even if they want to!
In the vast majority of Ocean County 95.9 is completely un-listenable, WTTH destroys it in Southern Ocean and WBEN (with HD signal) destroys it West of the Parkway.