Possibilities

Is it possible to allow those listening online to rate each song they hear in real time, and to display the score for those interested?

Is it possible to show how many members of your Listener Club are listening online at any given moment?

Is it possible to allow them to easily connect with each other, while listening to you, if they are so inclined?

Is it possible for your air talent to chat with online listeners even as the show is live? Would this allow them to shape content and entertainment to better serve those listening right now?

Is it possible for listeners to sign up for your Listener Club and then, using feedback these listeners have provided (in exchange for something they value from you), deliver targeted content -- including information, ads and coupons -- to each individual? Send 15,000 distinct and individualized e-mails rather than one e-mail to 15,000 distinct individuals?

Wouldn't that feel more personalized than the e-mail blasts you now routinely send? And wouldn't that, in turn, lead to even more engagement, even more personalized knowledge of the individuals who are most apt to be your station evangelists?

The answer to each question is, of course ... yes.

So why aren't we doing any of this?

Internet streaming and weekly e-mails to some of your listeners aren't the end of that task on your "To Do" list.

They are the beginning of an entirely new kind of engagement and relationship with these listeners.

Those who understand that get the benefit of everything a deeper relationship provides -- openness, feedback, greater intimacy, stronger loyalty ... and if you're really good, you eventually earn trust.

Trust has its own handcuffs, which we'll discuss another time, but it is the real goal in any relationship.

And if you're not trying to develop a deeper relationship with each listener, why are you on the air?