Web Fresheners

Today's blog comes from our own Keith Cunningham providing us with ways to keep our websites fresh:

Nielsen Net Ratings released a list of the Top 30 News Sites, based on February ’08 traffic.  The list is ranked by sessions per-person, not audience size.  In Radio terms, by TSL, not cume.  Check it out …

Brand or channel; sessions per person; unique audience (000)
1. drudgereport.com; 19.9; 3,445
2. Daily Kos^; 8.9; 1,204
3. Fox News Digital Network; 8.3; 10,177
4. CNN Digital Network; 7.9; 37,181
5. AOL News; 7.7; 21,119
6. Yahoo! News; 7.4; 35,274
7. MSNBC Digital Network; 6.4; 34,013
8. ksl.com^; 6.0; 796
9. Breitbart.com; 5.3; 2,674
10. Google News; 5.3; 12,050
11. Gannett Newspapers and Newspaper Division; 5.1; 13,998
12. NYTimes.com; 4.9; 18,975
13. Netscape; 4.8; 2,709
14. Townhall.com; 4.7; 1,152
15. Media General Newspapers; 4.6; 1,761
16. GTGI Network 4.5; 1,345
17. Star Tribune; 4.3; 2,108
18. TWC News Websites; 4.1; 840
19. NewsMax.com; 4.0; 4,054
20. Zwire^; 3.9; 1,089
21. Cox Newspapers; 3.9; 5,197
22. washingtonpost.com; 3.8; 10,441
23. Milwaukee Journal Sentinel; 3.8; 1,259
24. The Buffalo News^; 3.7; 502
25. Pittsburgh Post-Gazette; 3.6; 1,472
26. MediaNews Group Newspapers; 3.5; 5,850
27. USATODAY.com; 3.5; 10,571
28. WorldNow 3.5; 10,588
29. IB Websites; 3.4; 7,565
30. St. Louis Post Dispatch^; 3.4; 1,022

The main takeaway here is that online isn’t much different than radio.  To achieve true success on the web, a site needs reach (cume), but also usage sessions (TSL).  And getting both requires a great product that’s constantly updated.  During the month of March, the Drudge Report had 590,943,577 hits.  This was the biggest month in their 13-year history.  And that’s why The Drudge Report tops the list.  It’s pretty basic stuff.

But what does this mean for radio?

It’s cliché at this point because everyone in radio is screaming about the need to grow online revenue.  But it’s time to stop talking about web content, and start taking action steps.  Radio must begin to view its websites differently, and start creating real content for the web on a regular basis.  That’s how the online audience and the number of sessions per-person will grow.  And that will ultimately translate to user demand and more revenue.

The proper perspective?  Like it or not, when it comes to online revenue, radio now competes head-to-head with CNN, TMZ, Drudge, Google, MySpace and local newspapers and TV stations.  Yet, radio websites generally pale in comparison, in terms of content and its freshness.  Streaming, podcasts, posting YouTube videos and social campaigns are a nice start, but they’re just the beginnings of what radio needs to do to truly grow its online revenue.

In theory, managers ought to start programming their websites like independent, brand extensions – not just digital business cards for the AM or FM product ("brochureware").  Resources and budgets may be tight everywhere, but an online investment is part of the solution, not the problem.  And isn’t it finally time to hire Website Program Directors or change the job description of the standard Program Director?

While preparing this post, I surfed a number of radio station websites.  Not surprisingly, most look the same always – or liked they look last year.  Updating the home page to reflect a specialty weekend or the latest ticket giveaway is nice, but it won’t register as “content” these days, nor will it foster enormous loyalty or return business.

But in a change of tone from what many use these days, there’s great news for radio.  The medium has the reach, resources, sales force and talent to massively grow its brands online.  And all of us at Jacobs Media are wildly excited about radio’s online future.

We’ve even launched a reminder campaign for clients, “W.T.D.A.,” which stands for “What’s the Digital Application?”  G’head, ask any of us about it or check out yesterday's blog, we’ll be happy to brainstorm with you and help create initiatives that will work.  But be prepared for us to state the obvious:  Online growth won’t come for free; it’ll require an investment in the web product first.