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What the candidates know that you don’t know

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?

Let’s see…

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.

LA’s KROQ…Nope.

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.

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