It’s now as important to our everyday life as radio, TV and our mobiles. It’s the web I’m talking about: - not streaming but web content – potentially great device to help a radio station to bond with existing listeners and to convert those who don’t know you.

But having toured about 75% or so of commercial radio station websites here in the UK, it’s clear that the opportunity hasn’t been spotted yet. With a few notable exceptions, commercial radio websites are prosaic, predictable and limited. And compared to many local newspaper websites, they’re a sorry tale of missed opportunities. So what do we find on most commercial radio sites? Yes, pix and biogs of the DJ’s are interesting….up to a point – but look at the cheesy photos! As for as those flip, “funny” Q & A biogs. Well, don’t get me started. Then we move to the station’s programme schedule - useless information because it’s the same every day. That is, unless Dave is sick or on holiday when sadly, more often than not, the site’s not amended in time to name the swing jock. And the station playlist – interesting to anoraks and the certified, but to most balanced, intelligent people – give me a break! But that was about it…with a few exceptions. As a package – most were very missable. So, think about the lost opportunities? Opportunities to support your brand, to become an essential visit, to position your station as the only listen in town, to convert the ‘unconverted’. I can only assume that stations don’t know of, or can’t afford to invest in, good web designers, webmasters and /or seo’s. But listen up, station directors. The web works. And if you’re clever and imaginative, a good website will, at least, cover its costs but, more likely, make you money. That’s before you start thinking about the hidden benefits. Radio stations already have a close relationship with listeners although networking and automating may render listeners less engaged and loyal. But here we have a medium which is the perfect partner for radio: a medium to which stations can direct listeners for additional content or for information that’s unsuitable for broadcast, i.e. lists, leagues, news pictures, podcasts. In other words, essential or useful content A vibrant website to which punters can go for more than the music, the jocks, and the contests is essential. A good website is a bonding machine, a converting machine, and a branding machine. It’s an audience-grower and it can be a money-maker. And it’ll do all this without destroying the purity of your uncluttered, beautifully crafted music schedule.

If you are interested in radio, you should consider going to a radio school. There you could follow interesting radio courses.