It seems like every week, we're seeing more and more evidence that terrestrial radio is figuring out unique, clever, and intelligent ways to weave the digital landscape to best suit their tactical needs.
One example is John Hager and 97Rock. These guys don't run away from Christmas music in December – they embrace it. For several years now, John has tested seasonal songs to identify the true "hits," he's used web polling to learn the best ways to play them, and now he's offering a great array of holiday videos on his website, thanks to YouTube. Check out 97Rock's YULE-TUBE.
Then there's WIMZ's Billy Kidd. PD Randy Chambers "gets" the impact of video on his website, and this year, Billy's food drive now contains a direct, effective, heartfelt appeal to listeners, thanks again to YouTube.
Finally, there's the launch of Entercom's new station, The Sound, Cincinnati's newest radio station. Dave Beasing and the local staff are doing lots of things right to involve new listeners right out of the box. Check out the station's profile on MySpace, yet another great way to gain exposure, make "friends," and build cume.
You can't run away from technology, but you sure can embrace it. Please send us any cool applications you're doing or you see other stations putting together. It's exciting to see terrestrial radio step out and integrate these great digital tools and web destinations.