It doesn’t matter how they’re designed or what content management system it uses, the commercial radio industry has come to accept that their online home is going to suck.
Where else can you go if you want to be bombarded with advertisements, promotional graphics, and rehashes of articles posted on TMZ a couple hours before with poor SEO to ensure nobody ever finds the posts? Just head over to your hometown radio station’s website and you’ll be all set.
Where else are there bios of hosts telling all about how they’ve moved from town to town to town without establishing roots anywhere and how they’re favorite sports team and musicians have no connection to their current station? Give it up for that guy Otto Mation working simultaneous shifts across the country!
70 minutes after station launch this is what the website for what should now be “Hot 93.3” looks like. pic.twitter.com/wJXeJvHHho
— RadioInsight.com (@radioinsight) October 3, 2014
Over 72 hours ago KLIF-FM Dallas relaunched as Hot 93.3 and began promoting this URL. This wasn’t acceptable in 2001. pic.twitter.com/yUwFy31H54
— RadioInsight.com (@radioinsight) October 6, 2014
Most radio station websites exist to be promotional machines for the station instead of being a brand extension. Thankfully there are some exceptions, but mainly in the spoken word formats. Hubbard’s WTOP.com has enabled the station to become the top biller in the nation. Bonneville has done similarly with MyNorthwest.com in Seattle and ArizonaSports.com in Phoenix that places the station promotion behind the content as opposed to being all encompassing.
Why can’t a station have multiple websites? Look at how SNY in New York separates each of its team content under different sites? Where’s the station with the website dedicated to local music and concerts? In a food-centric community, where’s a site dedicated to new restaurants? Partner with local bloggers to enhance their exposure in exchange for handling advertising and hosting. Let them focus on the content. There are so many ways to easily expand your brand without on-air changes.