“One in four adults have visited a local TV station website in the past 30 days” according to a new study from The Media Audit.
That’s 40% of Internet users, as measured in six markets throughout the country. A HUGE number.
TV stations have accomplished this for two reasons: First, they’re committed to the success of their sites. Second, they are a huge megaphone magnetizing viewers to their Internet homes like pied pipers.
Once you draw the traffic you can monetize that traffic, and not before. As an industry we in radio need to rank “traffic attraction” first, and monetization second.
Because that’s the only way the math works.