Is Online Radio The Best Way to Break Into the Business And Build A Name For Yourself?

The other day, I was talking to a radio station manager, as I had come in to meet with him about running a possible business innovation radio show, and I had a good “in” because I knew the owner of the station. As we got to talking, I realized that there really aren’t that many choices for someone who wishes to start a new radio show. There is lots of competition, fewer and fewer radio stations, and everyone is concentrating on the most lucrative markets, not any sub-formats which may or may not have been decent choices prior to the Internet, social networking, and cable-TV which takes up such a large amount of time for the average consumer.

Of course, if someone builds a name for themselves, and are already a star personality, then they might find themselves with a decent radio gig for a talk show. Many of the top radio jocks for talk radio are syndicated, and as radio stations try to cut costs, just like newspapers and magazines, they are more likely to allow a syndication to run on their airwaves because it also comes along with decent national advertisers. The radio station needs to make money, and they need to go with what works, trying new things is dangerous, especially for a radio station which is just trying to keep its head above water and stay in the black.

In any case the offer they made wasn’t so good, but then again I would be new to radio and therefore offering me the world and a contract with no guarantees is just too much of a business risk. There are other options, and it has been said online radio is actually a better way to reach people because people these days always have a mobile device with them and they can get streaming radio, simply by loading an app to one of the online radio station websites.

Additionally, if you are in a sub-topic niche then you might gather listeners from all over the country and the world, not just your local area which means you could have a dynamic set of listeners quite quickly, that is to say if you were good, and you developed a quick following, and allowed your notoriety to go viral with friends of friends on social networks.

So, is online radio the best way to break into the business? Is it the best way to develop a name for yourself, even if you don’t have years of experience in radio? Face it, you have to get the experience somewhere, and online radio is probably much better simply because it has higher shelf life. People can listen to it at any time in the future, they can download each episode and you can label whatever you were talking about making it available through keywords and searching.

So yes, online radio has its advantages, and I thought you should know. Please consider all this and think on it.

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