Week of February 26, 2007

Thursday 03/01, 2007

If you have a cluster of radio stations, consider treating them as a single revenue source. Make someone 100% responsible for the "on line" investment of your brands. Hire a "General Manager" of your on line cluster. Make tem responsible for revenue, content, (from your am & fm stations.) and number of "hits." If you are not devoting at least ONE person full time to your on line presence, you will never realize the true potential of your AM & FM brands. Tomorrow, we wrap up our series with a word or two of solid advice.....stay tuned!

Wednesday 02/28, 2007

As we discussed yesterday, the content of your web site should be rich in creativity. But, it must be targeted at the demo of your radio station. If you are an AC station, content targeting women, health, raising kids, breast cancer etc, are all good ideas that can generate revenue. Get the "guy" stuff off. Save it for your rock station down the hall. The lifestyle of your radio station must be reflected in the content of your web site. The more you do, the more you can sell it for. Tomorrow, treating your suite of web sites as ONE total radio station.

Tuesday 02/27, 2007

Can you imagine selling TV ads on your radio station web site? You should! Look at the local TV station. are they running video ads? You can too! If a current audio client wants to run a TV ad on your web site, can you sell it to them? You bet you can. This is why you can no longer treat your web site as a place to show pictures of your van. Look around at other local web sites. Pick the best looking, most interactive. Chances are the advertising that you see there was once radio advertising. Get it back. Make your site worth paying for! Tomorrow, web content by the demo of your format.

Monday 02/26, 2007

Beginning last Monday we were discussing the use of your stations web site as a revenue generator. You can no longer "give it away" when the bulk of your clients ad budget growth is going there. Should you be streaming? Yes, you should. (see last Thursday & Friday's columns.) In a few short years, the internet will be available in cars. Can you afford to compete with over 8,000 other stations around the world? You must be accessible to your listeners no matter what they are carrying. In the near future, there will be LESS AM & FM radios. Whatever they carry to listen to audio, your brand needs to be there. Is there a TV revenue model for you? Check in tomorrow..