Terry Heaton writes:
Nine of ten visitors to local televisions station websites are already fans of the station, but only half of any given station’s “fans” visit their website. This startling piece of information comes from AR&D cross-platform media studies based on 2,200 interviews with consumers and reveals a major weakness in the operating strategies of local television companies. Online, according to AR&D senior analyst Rory Ellender, “stations are only playing to their on-air audience and not even doing a very good job of that.” ¶ This is the fruit of trying only to be a television station online, while the marketplace is vastly bigger. …
After some analysis, he goes on to recommend that stations “need to creat an online news service that is 100% Web native,” that they “need to be able to separate [their] ability to make money from [their] ability to create content,” and that they “need to place strategic control of making local money in the hands of local people.”
Link: Terry Heaton’s PoMo Blog.
Terry’s posts are always thought provoking and worth your time. He’s writing about television, but I wouldn’t be surprised if the usage patterns noted here also apply to radio. --Dennis