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November 20, 2009
November 20, 2009
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I've always struggled with my station's websites. To me they've been self-serving and more about "me" [the station] than what the audience is truly interested in experiencing.
Mark Ramsey, (www.hear2.com), just released an article and I hope he doesn't mind me quoting him while referencing a study done by IAB and Bain.
Mark says, "....media companies must orient around the needs of its clients and the interests of its audiences, not simply around its channel(s) of distribution."
"This is a structural change of considerable proportions."
"If you're still asking, 'What should we put on our website?' you're asking the wrong question."
"Instead try asking, 'How should we be structured to leverage the value of our consumer relationships and competitive advantages for the benefit of our current and future clients?'"
He's nailed it again, folks. Ask yourself that question then go check out your site. I'm guessing the answer is clear!
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