Allowing your radio station’s webmaster to decide what kinds of content the site should offer visitors is like allowing your station engineer to program your radio station’s music.
I’m just sayin’….
If your competitors offer the same as you but don’t say so in their advertising….
And you do….
Then in the mind of the consumer, it’s exclusive to you.
I say “one” definition because other people might prefer other definitions. But from a structural point of view — i.e., from within the design of the radio station — no definition is more important than this:
It is the radio personality’s job to keep people listening as long as possible.
It is the programmer’s job to build cume (the cumulative audience), to get as many people as possible to sample the radio station. The PD uses marketing, advertising and promotions to accomplish this.
But once someone has tuned in your station — whether by accident or by design — if you are a personality, then it is your job to keep them there longer than they planned to stay….
To keep them there for as long as possible. To maximize the average Time Spent Listening.
If they just tuned in to hear the $1,000 Birthday Drawing, it is your job to keep them there for five or ten minutes more.
If they tuned in only to hear the weather and traffic, your job is to keep them a bit longer.
If they planned to listen to a couple of songs before switching to another station or to their iPod, it is your job to make them forget about their second destination and stay with you.
An “announcer,” of course, cannot do that. An announcer simply announces the songs, delivers the forecast, and reads the liner cards.
That kind of “announcer” does not increase Time Spent Listening any more than the train conductor who announces the various stops along the way causes you to take a longer train ride.
But a personality keeps the audience for as long as possible.
If the goal of a radio commercial is to get the targeted listener to go to a website, here’s the radio advertising rule:
Don’t give the website until you’ve made that listener want to know how to get what you’re offering.
This radio advertiser gets it right:
They didn’t need to give the URL more than once, because they’d been repeating the product name throughout the spot…and the product name also, conveniently, comprises the URL.
My instinct tells me, however, that they should have given the Web address a second time, spelling it out:
“T-A-X…A-C-T…DOT-COM.
Offhand, I can’t think of how people commonly would misspell “tax-act.” And perhaps they track their user logs for misspelled searches and have determined that very few people do spell it wrong.
Which would mean they should ignore my instinct and stick to their Web stats.
