Radio station sites have been overlooked for years, but many of them are now racing to add video in an effort to draw new advertising dollars in a flat radio growth market. Beyond music videos, stations are shooting their own material and syndicating it to partner sites. “This is no longer the age of ‘having a face for radio,’” said Dianna Jason, the senior director of marketing and promotions at Power 106, a Los Angeles hip-hop radio station. Today the station’s site will provide a live stream of a Valentines event called, “Trash Your Ex,” in which participants can put momentos from past relationships through a big wood chipper. While radio sites will not drive online audiences as large as most full-featured TV sites, their sales efforts are beginning to go after the same online video dollars.
Adds Jack in comments: “Not sure why you don’t think radio sites are going to drive audiences as large as TV sites – there is no reason why they can’t equal if not beat them. In this space everyone is on an equal playing field. Radio might even have an advantage due to their very targeted and loyal audiences.”


