Of course, there’s no way that internet audio will be able to match the money talent can make in big markets or syndication. But in small and medium markets, where salaries creep lower – internet audio may have a fighting chance in a few years. I’m not talking about some mythical future online audio company paying higher salaries, but rather people taking their future into their own hands and starting their own business. When you’re young and poor, risking it all to go broke isn’t a lot to risk. I should know, I currently run my own company and we invented and produced Preppermint, a radio prep and web publishing service that allows you to publish your prep to your website in one click. Even two years ago, it wouldn’t have been technically possible to pull off, but now two tech geeks can create a service that no existing service can match - and we can keep our cost-structure very low.

People who are new to the radio game, the ones who are just getting started in their careers, don’t see the huge gulf between internet audio and radio that those who have been in the business see. If their option is holding down a paying job and working one weekend shift a week, then doing a netcast (there is a growing movement to drop the “podcast” name) doesn’t seem like a bad alternative. You’ll be earning nothing either way, so why not play your own favorite music, talk for twenty minutes on no subject in particular – or swear?

It may not seem like much – but internet audio, in whatever form, may be a better career path for the rookies. Those night shifts that are voicetracked and those syndicated morning shows mean that if they want to hone their craft, they’re going to have to do it somewhere else – and if they can build an audience on the internet, why will they need radio once they really start to get good at what they do?

So yes, internet audio is a threat to the business model of radio. It’s not the end of the line, as companies can move their content online and compete on the same level. However, the best thing about the internet is that there is no FCC and there are no licenses to keep competitors out. Radio will be forced to compete against everyone instead of just themselves. In markets where only two or three companies hold the licenses, they’ve been content to just reduce costs and not take chances – because what other alternative did people have? Those markets are going to get their doors blown off by startups. That might be bad for radio companies, but for the people that just want a few people to hear their voice – the future is wide open.

Thus ends my fearless forecasting, so we shall return to your normally scheduled programming next week. In store: a look at the technical aspects of online streaming and what your station or show should be concerned about to make it work for your listeners.

As always, AllAccess has my “The Net Untangled Tip of the Day” each weekday and a column on Website Wednesdays. So check back and together we’ll get our websites focused on keeping radio strong in this world of increasing competition.

Do you agree with me? Or am I full of hot air? If you have comments or any questions about radio websites – either general questions relating to the industry or the web or even specific (HTML, PHP, .NET, Javascript, etc.) questions, send me an email through http://Preppermint.net/contact . I’ll answer your question quickly and maybe even use it for a future column.