Your web site content must be as
up-to-date & entertaining as your signal!

Research indicates that broadcaster's web sites are often not given the amount of attention that listeners expect. Arbitron studies state:

Radio station web sites lack sufficiently gripping content for daily visitation.

  • The key to success for a radio station web site is to be visited every day.
  • Among Arbitron's sample of 14,703 radio station web site visitors, only 23 percent said that they visit that site every day.
  • There is strong evidence that radio station sites are too static and don't provide compelling content that encourages frequent visits.
Listeners express a strong degree of interest in a number of different items on radio station web sites:
  • Information on community events (63%)
  • Concert information (62%)
  • Titles and artists of songs being played by the station (51%)
  • See an advertiser's products (50%)
  • Actually listening to the radio station (47%)
What do visitors want from a web site?
  • Being able to buy products and services (47%).
  • Use a station web site to enter a contest (45%)
  • Print out coupons from advertisers (41%)
  • Access the programming schedule (41%)
  • Vote on (rate) songs (39%)
The web site functionality they desire consists of elements that can make money for radio:
  • Half of on-line Americans want to be able go to a web site to see the products and services of radio advertisers.
  • 40% are interested in printing advertiser coupons from station web sites.
  • Nearly half are interested in buying products and services from a station web site.
  • A third of on-line Americans say they are interested in visiting a web site that would list local shopping information.

Streaming Content

When Arbitron polled online listeners the results were encouraging. They found that people who have listened to radio stations online prefer local radio stations online. In addition, the number of Americans who have listened to radio stations online has more than tripled in only two years.

Streaming your broadcast signal can add traffic to your site and increase the frequency of visits to your site.