Political candidates are masters of the world wide web nowadays.
Radio stations are anything but.
For starters, the initial and fundamental purpose of a politician’s website is to get your contact information so as to begin a dialogue, a conversation. Note that atop both the John Kerry and George Bush sites there are spots for you to “join the club” by entering your email address – and these are generally on every page.
Now what about Radio?
KIIS-FM, one of America’s best-known stations. Nope. No entry spot on their splash screen – or their very cluttered opening page. In fact, I don’t even see a link jumping out at me inviting me to join any dialogue.
New York’s Z100…nope. Nowhere to be found.
What’s going on here? Why is it that Radio doesn’t invite a relationship with its listeners front-and-center on their websites? Do they not understand how fundamental to kick-starting word-of-mouth this is? Or do they not have much to say once the dialogue opens?
Take a page from the presidential candidates (and, if you will note, from my very own website). You’ll be better – and higher-rated – for it.