The radio landscape has changed dramatically in the past ten years. Ownership limits were removed and we saw the emergence of 5 or more stations in a cluster. Program Directors and Operations Managers now run more than one station at a time. With automation, one air talent is able to be on multiple stations in different markets.

For the internet, the change has been just as dramatic. Ten years ago, AOL was synonymous with the internet, Netscape and Internet Explorer were battling for browser supremacy and we could only dream of a 56K modem connection.

It despite all this change, many of the basic rules of radio remain the same. Pound your positioning statement. Repetition is the best way to make an impact with station promotions. Don’t give people a reason to scan the dial.

And despite the boom, bust and re-boom of the internet, where now 76% of all internet users and 91% of workers are getting online with broadband connections according to Nielsen//NetRatings, the same basic rules still apply to all websites – not just radio sites.

People want:

1. Current, frequently updated content and links.
2. Easy to navigate and understand websites.
3. They want it quickly.

These guidelines for creating a website are the same they were ten years ago and will be the same ten years from now. If visitors find your site unchanged, they’ll stop checking it frequently. If they become confused upon entering a site, they will leave immediately and may never return. And no matter how fast someone’s internet connection is, if they have to wait or hunt to get what they want, they’ll find it somewhere else.