Seth Godin's great new primer on integrating interactive with traditional media - Meatball Sundae - couldn't have come out at a better time for radio. Seth warns that merely piling on texting, social networking, and other Internet wizardry onto old-line businesses is a train wreck waiting to happen.
Their website has garnered well more than 5 million unique users since going live in February. SI has ratcheted up the web aspect of "Swimsuit" by providing unique content and added features. As their president of digital, Jeff Price points out, "The digital component of the SI Swimsuit franchise is becoming as iconic as the issue."
In what year will the digital "Swimsuit" product surpass their print effort?
And if you laugh this off as yet another example of skin driving Internet traffic, think again about the power of a well-branded, highly-familiar traditional media franchise, and its ability to be translated and enhanced online. Once again, you start with great content, and go from there.
So here's the question: Which radio personalities, brands, and events are of similar value in their home markets? And why hasn't radio moved more quickly to do precisely what SI has accomplished with "Swimsuit."