From Borrell Associates latest Benchmarking report:
“The largest local Web site in most markets, typically run by a local newspaper, will generate more in ad sales this year than the largest-grossing radio station in that market.”
Read that again. Remember it. Ponder it. Apply it.
The web is an extension of your radio station, not simply a “virtual press kit.” It’s an extension of your brand, a place to deepen your relationship with your audience, and – most importantly for this discussion – a powerful tool for your advertisers.