Good news! Radio stations are doing a better job of engaging listeners online and in social media. This is fantastic. But many programmers worry that digital strategies are eating their ratings. Not so good, if it’s true. Can you have it both ways? Yes. If you apply them right, digital tools drive ratings gains.
Anxious programmers and some managers are concerned that making too much content readily available on demand, it will cannibalize the on-air product. That’s a logical concern. It makes sense, right? If a listener can get the exact same content anytime, on demand, there’s not as much urgency to tune into the on-air performance.
But let’s dig a little deeper.
What Is Eating Your Ratings? It’s Not Digital