Podcasting as Local Online Strategy: Broadcast vs. Newspaper

A few weeks back, we noted that FOX-TV was smartly building local music sites for some of it’s markets. At the same time, we wondered aloud why TV was moving into this space, since Radio would seemingly be a much better fit for this type of online project.

A San Diego newspaper is rolling out an online Radio station that only plays LOCAL music.


TV and Newspaper are getting into the local, online music space in a substantial way. Why? Maybe there’s a hole in most markets for a local online music community complete with streaming, mp3 downloads, event calendars, message boards, social networking, and podcasts. Now imagine that effort being supported by the power a traditional media company; driving offline to online.

Radio should really own this space, especially if it’s a 18-34 targeted rock format. Here is some fresh, new proof.

What formats drive traffic to Radio station websites ? A recent study from the Media Audit answers this question:

  • Modern Rock stations had the highest percentage of listeners heading to stations’ Web sites, with males making up 61.6 percent of that format’s listeners. Also, 22.6 percent of Modern Rock listeners have an income over $100,000.
  • The next highest percentage of listeners who visit stations’ Web sites came from Triple A, followed by Sports, Rock and Jazz.

Those who know me, know that when it comes to Radio Web sites, I always point out that Modern/Active Rock stations, as well as Sports stations, have the greatest opportunity for Online success…….primarily due to those formats’ ultra-passionate audience, topical content, and audience income level.

Maybe some discussions at the NAB Radio Show in Charlotte  this week will encourage more operators to dramatically ramp up their web efforts.

Being a native Philadelphian, I continue to monitor the online activity of 2 of my favorite local Radio stations (Modern Rocker) www.Radio1045.com and (Sports talker) www.610WIP.com. Both of these sites have an amazing amount of revenue potential. I am hopeful that Clear Channel and CBS have strong online plans for both of these excellent stations.

>>>>>> Special thanks to Kurt, Paul and the team at Radio and Internet Newsletter (RAIN) for highlighting one of my recent posts; “Radio plays catch up with the Internet”

Similar Posts

Leave a Reply

Your email address will not be published. Required fields are marked *