Okay, broadcasters, read this Fast Company piece about how one guy and his team are remaking newspapers online, then ponder these questions:
1. Is the purpose of your website just to put online what is already on the air, or is it something else?
2. Are we investing the necessary resources and talent in the development of our website, or are we having an intern update stuff in his spare time?
3. Are we giving people what they go to our station for in all its shapes and sizes on the web? Or are we offering one stream and a bunch of photos of our personalities?
4. If the content described in this article can generate considerable traffic, can we convert that traffic to revenue? And if so, then why aren’t we investing for traffic instead of seeing our websites as expensive necessities?
5. If we keep crowing about how “local” our radio station is, exactly how does our website express that or service that?
Wake up and smell the dot-com coffee.
