Radio thumps other mediums when it comes to the internet
Television and newspapers are under heavy siege as more and more people get their news and entertainment from the web. Most importantly, these legacy mediums are not generating enough online advertising revenue to offset the declines that they are experiencing offline. But what about radio?
Instead of bowing to the threat, radio has embraced the web and used it to its advantage. Think about it…radio’s biggest weakness was that it was audio only; it had no visual references. But no longer! Radio can now build a visual identity for itself, showcasing its on-air celebrities and giving its promotions exciting imagery. A station website is also an excellent resource for listeners. Want to get the name of the artist that you just heard? Go to the website to see the station’s playlist. Forget what day that big event was happening? Go to their Facebook page to look it up. Heck, you can even stream the station online.
Stations also communicate instantly with their audience using Facebook, Twitter, Instagram, SnapChat, and more. And consumers engage with their favourite on-air celebs, posting comments and questions online. Radio consumers, whether its intended or not, form more a very strong relationship with their local station, and what better way to foster this relationship than through social media! Station loyalty is critical to this medium, and social media does wonders to strengthen it.
Live banter and on-air promotions are a distinct advantage for radio. The internet hasn’t threatened this…it has only enhanced it. In this age of instant communications, the internet is an excellent companion for radio!
