Ears = Eyes = Ears = Eyes = Ears … You Get The Point

In “duh” industry news this week, The Media Audit new National Radio Format Report confirms substantial growth in the number of radio listeners visiting radio station websites.  The report claims 17.7% of US adults have visited a radio station website within the past month – that’s about 25 million unique visitors per month in just 80 markets tracked by The Media Audit – and represents about 5% growth in only three years.

It’s probably safe to assume that as more radio stations expand their digital content and more consumers have access to the web these numbers should naturally grow.  However, you could make a case for the growth to be a little surprising based on some terrible content found on many radio station websites (even in major markets).  We’re almost to 2011, yet many stations have not committed adequate resources to provide the same great content on digital platforms they strive to provide on air – missing potential revenue streams and the opportunity to recycle listeners back to your station for higher ratings.  There are still radio stations who believe “10 Questions with DJ” is awesome … and don’t even bother updating them except for when they change talent.

I’ll give you a few things I consider “basic musts” for all radio websites at the end of this post.  First, some of the other findings in The Media Audit report:

The O’Reilly Factor

I wrote down this quote last summer and sent to all of our air talent:

“Go back and tell your personalities – if they are not on Facebook, MySpace, Twitter, and writing a daily blog two years from now – at the latest – they will be irrelevant.” (Leo Laporte at the Jacobs Media Summit XIII)

With all due respect to Mr. Laporte, I don’t think irrelevance is that far away.  It’s here.  Now.  I’ll even take his assertion one step further:  talent’s new media presence must include on demand demand – especially video – which is portable and compelling enough to be viral.

It’s 2009 and time for a serious review of your talent’s commitment to your digital platform.

Bill O’Reilly is a timely case study for the subject.  O’Reilly is leaving his nationally syndicated “The Radio Factor” at the end of February.  He claims that he’s too busy on the Fox News Channel for radio.  Tom Taylor notes on Radio-Info.com that Bill’s real plans are to spend more time working on his website and premium membership.  Here’s the posting:

WKRP in Cincinnati … and the world!

In conjunction with Hulu & IMDB, thirteen episodes of the classic radio drama WKRP In Cincinnati are now available for online viewing!

CLICK HERE TO WATCH

WKRP was the creation of Hugh Wilson and MTM Productions, airing for nearly four seasons on CBS starting in 1978. It is a classic for those of us in the broadcast industry who can relate to all of the characters and most of their misadventures.

WQXI/Atlanta is most often cited as the basis for WKRP. And, on a personal note, I’ve had several people tell me that former QXI Program Director Jan Jeffries was the basis for PD Andy Travis and my uncle, WSGN/Birmingham newsman Les Coleman, was the basis for Les Nessman … although, I’ve never been able to confirm it.

You can see reruns of WKRP every Sunday night at 7pm ET on WGN America.

If it’s too loud, you’re too wired!

There has been one under-reported, yet very important, finding in the “Internet & Multimedia 2008 Study” conducted by Arbitron and Edison Media Research — the number of workers listening to broadcast radio via streaming instead of traditional receivers is dramatically on the rise!

In fact, the percentage of terrestrial radio listeners who tuned-in via the Internet rather than a radio grew from 12% to 20% in less than one year.

80′s become Oldies; Oldies become Older.

Thanks to Willie B for sending me this article from New York City about the legendary WCBS-FM‘s recent evolution to a more contemporary oldies (there’s an oxymoron).

Click here to read it.