Alan Burns: For Radio To Be Successful In A Digital World, Its Websites Need Improvement
July 19, 2012 at 3:20 AM (PT)
Data to be released TODAY (7/19) from ALAN BURNS AND ASSOCIATES' national study of women radio listeners shows that while the number of weekly visitors to radio station websites jumped in the past year, the industry still has to significantly improve its web presence.
"The weekly cume, or number of unique visitors, to radio station websites grew at an annual rate of 12.5% over the last two years, with most of that growth in the last 12 months," said CEO ALAN BURNS, "so stations are doing some things right. But most women still have never visited their favorite radio station’s site. They tell us they don't need it, or just don't think of it as a place to go on the Internet."
Radio's websites aren't bad, but they may not be compelling enough in the context of everything else available online.
According to the BURNS study, one major reason for that is that of all the elements women want most on a station website, they get, or expect to find, less than half on their favorite station's site. "They're also asking for less clutter on our sites," said BURNS SVP JEFF JOHNSON.
"Women who have visited their P1 station's website don't rate it poorly," commented BURNS, "but they rate their favorite website or service much higher. Radio's websites aren't bad, but they may not be compelling enough in the context of everything else available online."
BURNS AND ASSOCIATES researched the attitudes toward and usage of media and music plus the personal interests of over 2,000 women who cume AC and Top 40 radio. The results are being unveiled in a series of free webinars presented by TRITON DIGITAL. TODAY’s webinar (at 3:30p EDT) will be a comprehensive look at radio’s digital efforts and competitors. Today's webinar will be hosted live from a session at THE CONCLAVE in MINNEAPOLIS.
To register for any or all of the webinars click here.
ALL ACCESS will carry exclusive commentary by ALAN BURNS on the study results each FRIDAY.