Extending Radio
Stations Today via
the Internet
2008 Broadcast Education
Association Convention - Las Vegas
Frank E. Parcells, Ph. D.,
Professor, Austin Peay State University
Exploring Ways Radio Stations
Use the Internet To:
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Extend Revenue Streams
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Prepare a comprehensive station Internet ebusiness plan
Offer advertising packages employing Webdelivered ads complementing station spot buys
Develop online alliances with new and
nontraditional media
Sell online only spots (complement with video
ads)
Provide an online store with station
merchandise
Provide the sale of downloadable online music
Supply online sales promotion to broadcast
clients using Internet marketing
Employ sponsored cross media resources
online via the use of non-radio media types (ezines, research via focus groups, specialized
Web search features, video streams)
Conduct cross media promotions focusing on
station Web site activities but introducing other
traditional mediums as partners
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Build & Amplify Target and
Other Audiences
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Stream station audio
Cement the station Web site as THE area
information source
Register listeners and interested parties
offering User I. D. and password access to
special online features
Create talent & star online contact with
audience interaction
Extend coverage depth of special events (not
feasible on radio) through the Internet
Provide online broadcasts of important events
to complement and extend on-air listeners
(even as Internet video viewers)
Offer listeners downloadable newsletters
Partner with third party entities to deliver
specialized programming online (concerts,
sporting events, station and nonprofit fund
raising and/or promotional events)
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Maintain an Awareness of Competitive
Media Moving to the Internet
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Observe competitive media
trends that are moving
toward the Web as their
primary audience source.
Wherever possible,
counteract these trends
inserting the station as THE
primary online information
source.
Develop the station’s Web
site as THE primary online
source of entertainment for
it’s target audience.
Know THE Internet and It’s
Strengths and Weaknesses
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The Internet (and Web) by
themselves are NOT very
powerful advertising mediums.
The Internet (and Web) can
complement advertising on
traditional mediums as
information sources extending ad
reach.
Be the first in your market to
realize this ad extension
potential and market it
effectively.
The Web can offer new revenue
streams in combination with
traditional advertising media.
Thanks to Troy Research
www.TroyResearch.com
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Many thanks to Troy
Research, Inc. for
sharing this
information.
Special thanks to Troy
Research VP of Sales
Jonathon Little for his
assistance with
viewing and using
these important
research results.
Troy Research Radio Station
Website Survey Results
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Powerful Contemporary
Christian Radio Network
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Top 3 Major Market
News/Talk Radio Station
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many major and medium
market stations
900+ survey respondents
focusing on a network Web
site
study about station target
listeners and Internet users
interest in and use of the radio
station Web site
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single 50,000 watt AM
news/talk giant
5,500+ survey respondents
focusing on this single station
Web site
study concerned station’s
target audience and its Web
site visitors: interest in and
the use of the radio station’s
Web site
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Contemporary Christian Radio
Network Website Results
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Demographics?
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Ethnicity?
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Women 615 (65.14%)
Men 329 (34.85%)
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Internet Time Spent?
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More than hour a day 551
30 to 60 minutes a day 293
Less than 30 minutes a day
100
Caucasian 769
Hispanic 49
African American 16
Native American 15
Others 65
Don’t Want to Say 29
Other 1
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Contemporary Christian Radio
Network Website Results
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Important Web Sites?
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MySpace.com
Flickr.com
YouTube.com
Yahoo.com
FaceBook.com
Google.com
Weather.com
Work related sites
Web email sites
Some respondents mentioned a
network Web site
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Reasons for Station Web
Site Visits?
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Listen to station stream. 300
Concert or event information. 206
Information about artist or song
heard. 173
See last song played or current
song playing. 71
Other 68
Information on favorite disc
jockeys. 16
Check local news, weather, or
traffic reports. 4
Did not respond. 7
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Contemporary Christian Radio
Network Website Results
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Favorite Station Web Site
Features?
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Listen Online 661
Concert Calendar 560
The Word Online Feature 417
Station Online Store 274
Downloads 220
Another Life Changed Feature 219
Business Impact Partner Directory
165
Donations 108
Weather Reports 98
Station Travel Offers 45
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New Features for
Station Web Site?
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Videos
Artist Interviews
Podcasts
Now Playing on Station
Text Message Updates
Online Contests
Game-specific Streams
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Contemporary Christian Radio
Network Website Results
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Web Site Design #1
Typical Comments:
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Web Site Design #2 Typical
Comments:
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A little too much info.
I like it.
It is very busy; Very busy looking.
I prefer more “tidy” looking layouts.
It is pretty good.
Very clean; nothing to extreme.
Easy to use
It’s too busy.
Keep em’ playing.
Very modern.
I like to see pictures of the artists.
You guys can do better.
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Better organization.
Very busy.
Too blah.
Too much news promo.
Again, it’s not unique.
Too busy; unorganized.
It’s too boring looking.
Better, not as cluttered.
MTV sucks too!
I hate it…it’s so plain.
Too many ads.
To hip hoppish.
Too crowded.
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Contemporary Christian Radio
Network Website Results
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Download Importance?
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Local News Importance?
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Um, they’re O. K. 290
I really could care less! 273
Sure I like them. 228
I can’t live without them! 18
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I don’t really care one way or the
other. 286
Great info to have. 271
No. It gets in the way of music.
252
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Local Weather
Importance?
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Yes. Great to have! 365
I don’t really care one way or the
other. 319
No. It gets in the way of music
and info. 125
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Traffic Report
Importance?
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I don’t care one way of the other.
321
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Yes. It’s great to have. 257
No. It gets in the way of
music. 231
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Contemporary Christian Radio
Network Website Results
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Personality (DJ) Comments
on Station Web Site?
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Additional Station Web Site
Features?
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Somewhat interested. 435
Very interested. 208
Not interested. 158
No response. 8
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Like to see a section featuring local
Submitting Content to
Station Web Site?
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Not interested. 308
Somewhat interested. 280
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Very interested. 225.
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artists.
A bigger variety of songs and games.
Cool new contest.
A way to request songs.
Interviews and bios of artists.
A poll. Polls are always fun.
Lyrics of the songs you play.
Better search engine for songs.
I like the submitting content idea.
A daily/weekly survey of sorts.
Videos, shopping.
A podcast of the countdown each week.
Podcasts.
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A chat room really sounds awesome!
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Top 3 Market News/Talk Station
Website Results
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Overall Survey Media
Consumption?
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Local radio. 4975
Local TV. 3413
Cable TV. 3377
Streaming audio on Internet.
1564
Satellite TV. 1331
iPod or other portable devices.
875
Streaming video on Internet. 847
XM satellite radio. 435
Podcasting. 349
Sirius satellite radio. 271
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Type of Internet
Connectivity?
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DSL. 2734
Cabl. 2137
Dial-up. 431
Satellite. 171
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Text Messaging?
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No. 3620
Yes. 1853
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Top 3 Market News/Talk Station
Website Results
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Visit Station’s Website?
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Yes. 4800
No. 633
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Frequency of Station’s
Wesite Visits?
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Less than once per week. 2372
Once per week. 1069
Several times per week. 859
Daily. 381
More than once a day. 94
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Why Visit Station’s Web
Site?
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It’s a reliable information source that I
trust.
It gives me interesting information I
can’t get anywhere else.
It’s easy to navigate.
It’s updated frequently.
It provides the type of information I’m
looking for on a site like this.
Access to archival information such as
previous news stories and podcasts.
It encourages me to come back
frequently.
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Top 3 Market News/Talk Station
Website Results
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Improvements for Station’s
Website?
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Improvements for Station’s
Website?
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Improve audio streaming.
More updated information.
Don’t use Web site enough to
make suggestions.
Not my job. You figure it out.
Podcast all of the shows.
The site can’t even get the show
schedules correct!
Quit being so conservative about
everything.
Too cluttered.
Happy with it as it is.
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Updated pictures of all on-air
personalities.
Keep it the way it is!
I would like it to be updated more
frequently.
Just make the navigation system
as simple and fast as possible.
Less clicks to start stream media.
I’d much prefer you work on
making the radio station better.
Hope you will get your audio level
problems solved soon.
No changes needed.
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Top 3 Market News/Talk Station
Website Results
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Familiar with Station Online
Newsletter?
Yes. 4090
No. 494
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Newsletter Reading
Frequency?
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Every time it comes out. 2108
Almost every time it comes out.
946
About half the time. 586
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Very seldom. 348
Never. 63
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Newsletter Elements?
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Advance updates and news about
station events
Articles and information that make my
life easier
Humorous articles and features by
station hosts/personalities
Behind the scenes information on
hosts and programs
Special insider deals and bargains
In-depth interviews with guests who
have been on-the-air with time limit
constraints
Exclusive insider opportunities to win
cash and prizes
Information on benefit or charitable
events
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Top 3 Market News/Talk Station
Website Results
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Traffic on Demand
Interest?
Not interested at all. 606
Not very interested. 438
Somewhat interested. 265
Don’t know. 102
Very interested. 73
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Traffic on Demand
Comments:
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I’m on the road from time to time.
Everything would be up to date.
Have no need.
No value to me.
I can hear it on the radio.
I don’t live in the area.
Would be helpful when driving.
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I do not drive.
I do not need it.
It sounds complicated to get
signed up for.
Top 3 Market News/Talk Station
Website Results
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Improve Traffic on
Demand?
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Traffic on Demand Value?
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I’m fine with getting it on the
radio.
Faster, more accurate.
Slower local travel reports.
Cancel it.
Nothing.
Do not need it.
O. K. as is.
No clue.
More often.
Easier to access.
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I normally don’t use it.
Don’t know.
Don’t need it or use it.
Don’t need it with GPS.
I rarely use this feature.
I like knowing what roads to
avoid.
Good info!
It serves the purpose.
Do not use it.
Up to date traffic conditions.
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2008 BEA Radio Station Web
Sites Panel Participants
Paul Ladd has extensive experience as a
newspaper and magazine writer and radio
news broadcaster. He has served as the
Director of Communication for the
Tennessee Department of Human Services.
Ladd is a former television news anchor
and talk show host.
Paul has won several awards for his work,
such as the Achievement in Radio (AIR)
Paul D. Ladd,
Award for Best News Interview, and an
Director of Listner Follow Up IABC Gold Pen Award for News Writing.
World Christian Broadcasting
2008 BEA Radio Station Web
Sites Panel Participants
Dr. Pam Gray joined the APSU faculty in 2005 after teaching for
22 years at Kentucky Wesleyan College and Vincennes
University. She earned her Ph. D. from the University of Kentucky
in 1999 and she also holds a Master's degree in organizational
communication from Western Kentucky University.
Dr. Gray has received the Teacher of the Year in 2002 from the
Kentucky Communication Association, and was three times voted
Advisor of the Year at Kentucky Wesleyan College.
Dr. Pamela J. Gray,
Associate Professor
@ APSU
Dr. Gray was the manager of the radio station at Kentucky
Wesleyan University. At APSU, Gray teaches courses in
corporate communication, information specialist, media
management, and public relations.
Her current research interests involve exploring Native American
broadcast stations in southwest U. S. locations. Dr. Gray is an
active member in the BEA .
2008 BEA, Radio Station Web
Sites Panel Participants
Recently recognized by Billboard Magazine as one of the top
five innovators in media, Daniel Anstandig oversees new media
clients at McVay Media as well as radio stations in AC, Hot AC,
and Christian.
Daniel’s clients include Clear Channel Radio Interactive and
their 800+ online brands, recording artists Jewel and Jim
Brickman, Mental Floss Magazine, The White House
Commission on Remembrance, International Publisher
Glencoe-McGraw Hill, Sonrise, Clear Channel R&D, Clear
Channel Interactive, TM Century, Legato Cafe, and various AC,
Hot AC, and Christian broadcasters around the USA.
Daniel's experience includes stints as General Manager,
syndicated Program Director, and various on-air stops. In
2001, Daniel was named the '#1 Young Entrepreneur' by
Youngbiz (Young Entrepreneur) Magazine.
Daniel is also on the Board of Directors for Radio Conclave, a
501C(3) serving to grow the radio industry.
Daniel Anstandig,
President of New Media
@ McVay Media