What's Lacking at Radio Industry Web Sites?
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This is not going to be about what the radio industry is doing with its web sites. (For that, see what was printed here last week.) Today let's look at what isn't being done with radio web sites and how radio isn't taking advantage of this new media.
Begin with the presentation. Last weekend while visiting a number of radio web sites (to decide which to add to RadioRow.com), I noticed ample evidence that radio just isn't getting the concept of new media. Online radio needs to use the monitor screen's real estate more effectively. It has the opportunity to collect user information, but isn't pursuing this in a methodical way. It's failing to grasp the impact that advertising online has.
Here are examples which back up the above. As with nearly every radio group, the web sites listed below are built using templates - every group has their look, and every station within that group's look reflects the basic design.
Too Much Information / Bad Site Design:
Clear Channel - KSSN 96FM
This standard template, which is found at all Clear Channel station
web sites, is too busy to be effective. The design and colors reflect
radio's desire to shout everything. Only, the public is tired of being
shouted at from every direction. The page presents so many different
items that all tend to melt away in a pool of information overload.
And, everything is squeezed together with no room left to give the eyes
a rest. Think this is only a Clear Channel problem? Check these radio
web sites from other groups for the same mistakes:
Cumulus - WNNX-FM
Rose City Radio Corporation - Jammin' 95.5
Emmis - WLUP, The Loop 97.9
Big Tree Communications - KZRO, Z100FM
Lacking Surveys / Ridiculous Questions:
The most promoted aspect of being online is the ability to interact with the audience. Though given this benefit (which is very difficult to obtain with over-the-air programming), radio stations are not using the internet to better understand who is in their audience.
The majority of radio station web sites that were visited do not have any form of survey. But, of those that did have a survey, their lame questions make it seem these surveys are treated more as a whimsical element than as a tool. An exception is Clear Channel, which uses Consumer Expressions, an online survey firm. CC surveys tend to be exhaustive inquisitions that offer a chance to win prizes. Here are a few other examples:
ABC Radio - WABC
You'd expect a respected news talk station like WABC to be querying
its audience on important issues of the day. But, take a look at
its current survey's questions and the options for answers that
it gives to site visitors:
Do you think former President Clinton was out of line?
Yes- he was just begging to go off on somebody!
No- he had to stand up for what he believed in!
I haven’t liked Clinton since the Monica Lewinsky accusations!
(Sad part about this is that WABC's survey reflects one of the better lines of questions/answers available at radio station web sites.)
CBS Radio - WFNZ 1660am
Who is the key to the Panthers success this year?
Steve Smith
Julius Peppers
Jake Delhomme
Deshaun Foster
Other
Entercom - KUDL 98.1
Are you prepared for a natural disaster?
Yes
No
What benefits to these stations could possibly be derived from hearing the answers? Would a little thought have delivered a better survey, one that interested the audience while delivering useful information?
This is NEW MEDIA! It's time to start using it with professional acumen.
Finally, web sites within the radio industry are used as ad billboards that are void of anything which builds a relationship with the consumer. Take a look at a few examples where the flashing, colors, and excessive verbiage compete for attention - and all combine to turn off the audience:
Clear Channel - 106 KMEL
CBS Radio - 102.7 Jack FM
Greater Media - WDHA 105.5
Cumulus - News Talk 590, WVLK
In the arena of believing that online is an effective advertising media, radio is faltering. Only a couple of stations that I visited for this demonstration had any mention of HD Radio on their home page.
If the industry is intent on spreading the word about HD Radio and if it believes that the advertising it is selling on its web sites is an effective form of advertising, you'd think that every home page would have an ad touting the benefits of HD Radio.
Go visit a few radio web sites on your own through the links below. When you're done, see if the trip through this online radio world doesn't leave you questioning whether anyone in the industry "gets it."
Clear Channel
Cumulus
CBS Radio
Entercom
Greater Media
Cox Radio
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