From Edison Research/Arbitron:
Excerpts from
Radio Station Web Site Content: An In-Depth Look
Do radio stations give their Web visitors what they want?

In our content analysis, we found that many radio station Web sites do not include the features most desired by Web site visitors. Radio station Web site visitors were asked to rate their interest in different features on radio station Web sites. As we can see in the table below, the most popular radio station Web site feature is the Ability to listen to the radio station; however, less than 60% of the Web sites stream their audio and allow people to Listen to live broadcasts. Information about local concerts, the second most wanted feature, was found on only half of the Web sites. A mere 6% of the Web sites gave the Title and artist of songs currently playing, which is the third most desired feature.

Ability to listen to the radio station Information about local concerts Titles and artists of songs recently played on the station To enter contests Listings of fun and interesting places to visit in local community Opportunity to vote on whether songs are good or not

(LiveFrequency offers many of these features and more)-editor

In essence, few radio station Web sites are vibrant and active enough to compel daily visitation. Instead, many of these sites are little more than Internet brochures for radio stations and fail to provide visitors with the features they want. Therefore, next we present a detailed look at what people do and do not want from radio station Web sites. ...

It is obvious that radio station Web site visitors, many of whom are �over the air� stations P1s, want a station�s Web site to be an extension of the station�s �over the air� broadcast. They want to listen to the station over the Internet, they want to enter the station�s contests over the Internet, and they want the same information about songs and concerts that they�ve come to expect from the station. The radio industry needs to acknowledge this and be willing to invest both money and energy in their Web sites to make them as fine-tuned and distinctive as their �over the air� counterparts.

Read the complete report here...

In the 3rd quarter of 2001, DMR produced the first-ever Consumer Activity Study (CAS�01) evaluating and comparing the response behaviors of consumers towards marketing communications. The CAS�01 became the first ever industry-wide inventory of consumer response patterns. The following is from the 2002 report released May 29, 2003.

Email marketing
Email response continues to grow across every consumer segment. Even with the dramatic increase in SPAM, consumer response continues to set records. Consumers continue to provide remarkably rich response via email. Not only is the response rate increasing, the value of the content is growing. Response or reply rates to outbound emails continue to be at or above normal levels. Open rates for HTML emails continue at 95-99 percent.

Web form registrations

Web form registrations continue to outpace any other means of entry. For example, compared to call-ins, fax-backs, and reply cards, web forms provide and easy and convenient (24/7) entry point.

Viral Marketing/Email Tell-A-Friend registrations and response
Online viral marketing campaigns, while very effective, did not seem to get any noticeable lift or increase during the period studied.

You can read the entire DMR report here.


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