Can Radio Build Hyper Local Web Business?

Ever taken a really good look at some Radio station websites? Aside from the layout and content, (some harshly call them a train-wreck) have you ever wondered how Radio can build a hyper-local business, and drive Internet revenue from these efforts?

Radio managers are knee-deep in these issues right now.

The pressure is on. While Radio’s primary revenue stream of selling spots has become much more challenging, there is an upside. Radio has the best of both worlds; on-air and online.

And it’s not just about selling banners and streaming spots. More importantly: Radio has ability to leverage it’s digital assets, to go after more of their client’s overall budgets. THAT’s a key distinction that separates the winners from the losers.

How can Radio seriously get into hyper-local game? First, it must admit that they need more outside help. Today, there are still too few people inside of the industry that have a handle on the fast changing digital landscape. Research, cool aps, and streaming will not be enough to get it done. And just relying on the local sales managers, or the GM’s to develop a strong web plan will only delay the pain of making a serious investment in hiring and re-training. Finding web-sales experts to help Radio will not be easy, but it will be necessary.

4 thoughts on “Can Radio Build Hyper Local Web Business?”

  1. Certainly a forest through the trees issue.

    Content has to be key. Masking content with too many ad avails may make money but listeners/visitors will get weary and leave.

    We have our audio, the primary content output, which should be kept (along with a good index) at the forefront of the brand.

  2. wc,

    you are right.

    there is a fine line between the mix of advertising and content on the page.


  3. This will never change until radio goes “back” to servicing it’s service area. Remember when radio was local, and billed itself as local? I do. I was on the air during those days when nothing but what happened in the neighborhood was important. It was about who lived, who died now its about who can read a liner card in the shortest amount of time. Radio is trying to be my Ipod. Good luck. Radio needs to go back to being almost primitive in how they view themselves, then their web content would reflect that.
    Will it happen? Not in our lifetime.

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