Urging stations to stop thinking about cumers as listeners, but as users was the highlight of Webb's piece. And as importantly, he asked, "Why is radio so late to the New Media party?"
If you've worked in radio more than a couple of decades (which probably describes 90% of the industry), you were conditioned to think about attracting listeners, broadcasting to the masses, and a top-down mentality. We broadcast - you listen.
Webb also notes that our metrics are changing but many in radio haven't gotten the memo (email). As he points out, it's about the size of the web audience (uniques), what we know about them and how we connect with them (the database), and their propensity to come back to the site for more (return visits).
And that's the reason why our W.T.D.A. campaign was developed. As a programmer mentioned to me after receiving his green bracelet, it's a modern-day string around your finger. And of course, that's the point. We need a constant reminder that radio's role - and our own jobs within the business - are changing. For every challenge, there's an opportunity.