Get an Online Application

I'm just going say it and get it out of the way: Christian radio has no plan for the future. We all talk about how we're in the content business but we're talking out of both sides of our mouth! We're each building our empire of radio towers and translators and repeaters but the younger end of our target demo does not to care!

If we are in the content business, we must put together a strategy to get our on-air programming on non-radio devices. We need to look for new avenues and opportunities for our brand.

Sure, we have websites, but who cares? Our websites are more like online brochures. We need to offer unique content and a place for listeners to connect. Look at the two most popular uses of the Internet right now - social networking and porn. People are looking for something to connect with. How about making your web presence into a compelling place where they can connect with the life-changing message of Jesus Christ?

In a year, car companies will offer wireless Internet in their cars. These cars will have the capability to stream Internet radio stations! My iPhone already has fun applications to stream radio stations and the FCC is planning to auction off part of the former UHF spectrum to bidders who will provide nationwide Wifi. Get this: they want it to be free to Americans, too! This is already in the works; each radio company needs a plan now!

Fred Jacobs wrote an article a few months back that asked, "WHAT IS THE ONLINE APPLICATION?" We need to have a strategy that ties EVERYTHING we do on the air to the web -- every giveaway, every interview, every DJ's show, every benchmark and every mention of fundraising.

Your station has to stream! This is not an option anymore -- it's become a cost of doing business. It's a matter of survival. In addition, your radio station must offer a special mobile version of its website for smart phones/PDAs/iPhones. More people will carry their phone than will ever carry a PPM pager.

I recently talked to an entrepreneur that said he spent 60 percent of his time planning for the future and 40 percent running his company. I'm sure we agree it's a great idea, but while we're talking about it, he's actually doing it!

"Without vision, the people perish!"

Billy