This week's All Access newsletter takes radio to task for the lameness of the average station web site, as if this one's much better (it hasn't gone out yet as of early this evening, so this is a sneak preview for some):
Would you have all of the shows on your station talk about stuff that's months or even years old?
Would you instruct your production people to make Your station sound dated and stale and keep it like that for years?
Would you put infomercials right in the middle of your top-rated show?
Would you take everything your listeners expect from your station- local news, hot topics, personality- and bury or completely remove them from your station?
No?
Then why are so many talk radio Web sites like that?
The sites aren't regularly updated. The look is cluttered and dated. Ads dominate the front page. And there's no hint of the station's content, imaging, and style.
This has been on my mind for a while, and when I was at that talk radio conference last weekend, one of the things that was discussed on the panels was how radio needs to adapt to the new technological age. Radio stations, everyone agreed, need to understand the new technology, embrace it, use it. And I've long said that you need to be everywhere your audience is, so that as they spend more and more time with other media, you're there with them. If they're listening online, you need to be available online. If they prefer podcasts, you need to offer that to them. If you're a news source and they get their news online, you need to be online.
But that's not entirely what's happening, and I understand why. A lot of the PDs and talent I spoke to last weekend know that they need to extend their programming and brand to the new media, not for immediate revenue- that's not really there yet, not for everyone- but because they don't want to lose their position as alternative choices proliferate. Tell that to the corporate folks, though, and they'll tell you there's no money for any of that. Just use the corporate template, or maybe get that intern who has his own MySpace page to throw something together. Whatever, as long as it costs the company nothing.
That's how you get what I see every day: radio Web sites that have essentially no useable content. Maybe a few headlines, some stale talent profiles, information about a contest, but not much more than that. Meanwhile, there are plenty of garish client ads in prominent positions, or some corporate-dictate material that isn't apropos to the station (like, for example, music news and links on a talk station site). Stations that are known for being THE place to go for snow-day school closing announcements are allowing that position to slip away as people go to the Web for that information instead of listening to the radio for it. Stations that are THE source for political talk in their markets are letting blogs and podcasts in on their action. Meanwhile, there are many stations that don't even stream, and many more that don't bother to even post updated or complete host bios or easily-accessed schedules.
And let's not forget the sites that appear to have been designed in 1995 by someone using My First Web Page, the pages with graphics thrown up at random and ads fighting for space with other ads fighting for more space with logos and animated GIFs and headlines about a promotion that ended six months ago. That's the image you want to project, is it? (On the other hand, that's what most MySpace pages look like, so maybe that IS what you want to project)
The problem is that you know all this. It's the people who control the purse strings that don't want to fix it, because they can't correlate a dollar spent to a dollar and a penny earned. Explaining to them, and investors, that it's a matter of preserving the brand, of staking a claim to your position in the market in every possible medium, of projecting an image that will keep the business growing and prosperous beyond this year and next, well, that's not easy. But I'm hoping you'll try. I know some stations are doing some very interesting things with video and podcasts and news, and some of your web sites are innovative and exciting and models for the future; I hope that every station, in every format, will develop new ways to reach their audiences. Not enough are doing it yet, and time's a-wasting. It used to be easy to dismiss the problem with "well, that won't be trouble for a long time." It's not so long a time anymore.
(While we're at it, why aren't you blogging? But I've bothered you about that before)
And now that I've sufficiently lectured you on what you already know, you still have shows to do, no matter whether they're over the air or podcasts or just going on in your head when the meds wear off. And for that, you'll need material, which you'll find using the magical Internets, home of All Access News-Talk-Sports and the Talk Topics column. So far this week, for example, Talk Topics is packed full of show prep items like how your home might soon resemble the Jetsons', the psychology behind buying a $275 t-shirt, the unusual cause of a fatal crash, what Tonya Harding is up to these days, what Cooter from "The Dukes of Hazzard" is up to these days, $100,000 opera tickets, a $1,000 pizza, an unfortunate story involving a baby and a dog, a vicious CAT ATTACK!!!!, why it's no fun to be a prairie dog these days, an interesting incident at a Waffle House, a coach who gave new meaning to the idea of "playing hurt," and why what Michael Chiklis does on "The Shield" is fine on TV but not so acceptable in real life. You get all that and more, plus an illuminating "10 Questions With..." a man who knows all about the future of technology, Premiere Radio Networks syndicated "Tech Guy" Leo Laporte, the Talent Toolkit with some sites for the inside stuff on the NCAA tournament, and the rest of All Access with the industry's leading news coverage, the amazing searchable Industry Directory, Mediabase charts, columns, job listings, more show prep, and everything else you need to keep up with the radio and music business, all free.
There were other things that came up last weekend, but I'll save 'em for next week. I've done enough kvetching for now.