Can WJMA's website be saved? Better still -- can it actually generate income? Sure. Management just has to embrace three crucial concepts.
- Create compelling content
- Populate pages with appropriate ads
- Drive traffic to the website
And the station can have all the unbroken music sweeps it wants. At some point, it's got to run commercials. An MP3 player never does.
It's also time to stop thinking of a radio station as just a broadcasting medium. Consider it a content provider and invest accordingly. Properly positioned, a station can use its over-the-air signal and a robust website to extend its reach far beyond its actual listening area. Which extends the station's potential client base beyond its immediate market.
The first step is to hire someone specifically to develop, generate, update, organize and be responsible for web content. Many stations foist it off on some overworked shlub who's already on staff. The worker immediately drops it the bottom of his massive to-do list -- right below the note to monitor the HD Radio feed to make sure it's still on the air.
Over the next three posts, I'll outline each concept in detail. And if you have feedback or suggestions, please post. Together we can save WMJA (or any other radio station that's ready to join the century we're living in).