Radio Managers: Access Your Online Revenue Strategy

Mel Taylor at www.meltaylormedia.com is a leading voice for selling local media in a Web 2.0 world. His most recent post is a great one for radio station managers to review. Below is part of his post. Read the rest here.

Here are some questions that radio broadcasters can ask themselves, when trying to assess their online revenue strategy.

• Are you waiting for corporate to show you the way?

• Is the corporate Interactive VP well versed in online sales & revenue models, or are they primarily focused on building cool websites and just driving user & streaming numbers?

• Are your websites advertiser friendly (IAB compliant), and can the advertiser have an impactful presence on your site?

• Is your site search engine optimized? Are the individual pages/sections/content coded so that Google can find them?

• Are your websites user-friendly…. or is it a train wreck full of marketing and programming content?

• Are you doing more than just selling banners and streaming spots?

• Does each seller & manager have a mandatory Web budget, as well as penalties for not hitting it?

• Can your sales staff comfortably sell Web and overcome common objections? Do you know what these common objections are?

• What kind of training are you providing to your staff? Is it ongoing?

• Do your managers have strong grasp of Web, and the competitive online environment?

• Do you know what your local, online revenue share is? Do you know how to find this out?

• Do you know what other Broadcast, Newspaper and other sites are doing to take dollars from you?

• Is it OK for your on-air staff to have their own websites, MySpace, Facebook, or YouTube channels?

Read more from Mel’s post here.
Learn more about creating your own sales presence online here.

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