Selling Radio & the Web

The New Multi-Media Radio Station

The media world has split in two, (1) Traditional Media, principally Radio, Television and Newspapers and (2) New Media, including the Web and an ever increasing number of new Interactive channels, including Blogs, Podcasting, Texting and Mobile Marketing. While both are effective, the combination of the two produce unprecedented results - and at more reasonable costs to both seller and buyer. I've managed sales in Radio, Television and Newspapers and now Websites, Bloggers and Podcasters. Discovering the magic of combining On-Air with On-Line gives radio a chance at a new Golden Age . That's what this is about.

If you're a Tips newsletter subscriber, this is a great addition. It's two-way. You can ask questions, help out with answers and ideas, and participate in the "New" Radio, the one that combines the power of Radio with the power of the Internet.

THE FOLLOWING IS UNDER CONSTRUCTION.
LOOK FOR GOOD STUFF MAY 12, 2008

Radio Web & Interactive Selling

New Media; Making Money with Blogs and Podcasts

What's the Big Deal about Web 2.0?

    It's best recognized by the new generation of websites called Portals. Current Radio websites are about a Radio Station. You could call the a Station Brochure; they talk mostly about us; our morning team, contests, promotions - and we supply the content.

Web 2.0 sites are the opposite - they talk about the User (what we call "audience") and much of the content is supplied by the Users themselves – not by the station. The website is more about the town than about the station - and that's the rub. Instead of y102.com and hotcountry.com the site would typically be www.LoveAustin.com or www.OurSpringfield.com As you’ll see, it’s great news – but tough to swallow if we’ve invested our thinking into the first web model. The good news . . .

The new 2.0 cluster model now has all their stations drive all their listeners to one portal site. And because there’s now so much traffic on that one site - the web plays a wonderful trick on us. It's called Search Engine Optimization. The more people use the site - the more people are attracted to it. Not only does our audience use it, but now non-listeners are attracted to it. The new Portal sites attract more users than the five old sites combined. It's a major shift. With that large traffic we can now compete with a daily newspaper and television station. In fact, if you play it right, your cluster's site can become the daily newspaper. (We'll tell you about Citizen Journalists.)

This is a no brainer, home run. We'll show a dozen examples of successful Radio cluster Portal sites – and how they made the move – and the incredible billing they’re doing.