Austin newspaper starts hyper local online radio

[fredcantu]

The cross-pollenation of media types continues.
The American Statesman has started an online station heavy on local artists.
With the weight of the Statesman and its Austin 360 web site to promote it, it could become a factor as more listeners get their radio fix on the web.

http://www.austin360.com/music/austin-360-radio/

 

[mmnassour]

This afternoon, at least, it sounds better than anything on broadcast.

 

[Ryan Williams]

With the weight of the Statesman and its Austin 360 web site to promote it, it could become a factor as more listeners get their radio fix on the web.

I am very skeptical that listeners in any significant number will look to the newspaper for a linear, online-only streaming station that plays mostly obscure, local artists who do not have mass appeal.

 

[dallasboyz]

With the weight of the Statesman and its Austin 360 web site to promote it, it could become a factor as more listeners get their radio fix on the web.

I am very skeptical that listeners in any significant number will look to the newspaper for a linear, online-only streaming station that plays mostly obscure, local artists who do not have mass appeal.

this is simply a tool used for sales. it isnt one thats going to get a lot of traction. if local music worked, you wouldnt have seen KGSR transition away from the local obscure product.

 

[DominiqueRadio]

Very cool idea. A great thing about it is that they can promote it themselves. Still, its awesome they are giving local talent an avenue to put their music out there.

 

[Mediafrog+]

I am very skeptical that listeners in any significant number will look to the newspaper for a linear, online-only streaming station that plays mostly obscure, local artists who do not have mass appeal.

You are assuming that mass appeal is the goal of the station, which it probably is not. If you want mass appeal, listen to traditional radio which plays the same over-hyped, over-commercialized, and overplayed stuff ad nauseum.

There is an audience that is looking for something different, something new, off the beaten path. A small slice of the overall population, but it does exist.

 

[nocomradio]

I seem to recall day gone by, when radio did the same thing as this one is doing. They actually directed their programming squarely at the community they operated in. Sure, they may not have been megabuck earners, but they certainly did one thing and did it well, rather than the corporate mantra of today which is to be everything to everyone and sell lots of ad time. I know they need to pay the bills, because after all a radio station is a business that needs cashflow, but the choices of what goes over the air are at times mystifying at best.

 

[Ryan Williams]

You are assuming that mass appeal is the goal of the station, which it probably is not. If you want mass appeal, listen to traditional radio which plays the same over-hyped, over-commercialized, and overplayed stuff ad nauseum.

Actually, I wasn't assuming anything about the goals of the station. My comment was in response to Fred's comment about how the station "could be a factor". That is the part I am skeptical about.

 

[fredcantu]

Actually, I wasn't assuming anything about the goals of the station. My comment was in response to Fred's comment about how the station "could be a factor". That is the part I am skeptical about.

It is possible to have decent ratings with a small cume if you have an extremely loyal audience. That's how Fox News beats CNN in the TV ratings. CNN has far more viewers, but Fox News viewers never turn the channel off.

 

[Maize Brothers]

I think this is a solid move. Consider that Cox Media Group is one of the most successful operators of radio stations in the US. They aren't the largest, but they are a well-run, family owned business that has multiple platforms to promote their products to their consumers.

From a newspaper standpoint, they (CMG) have done a great job growing online businesses, and with a mountain of current information to connect with readers, subscribers, and other users of their brands, it would make sense to offer them another form of entertainment from a trusted source.

CMG seems to be one of those rare breeds--a company with many opportunities that isn't afraid to be different, try new concepts, expand and promote those that are successful, and shut down those that don't make it.

I know I'll get flack from my fellow SA radio folks who've watched Cox go through some ups and downs with the mix of music on KISS, and multiple "format of the week" formats on 106.7, but they're smart operators and good people. Y100, KONO, and Magic have been heritage stations in this market for more than 15 years, and with the exception of the PPM tweaks and adjustments being implemented at 99-5 (which they'll get right and back on top), you cannot argue with their success, strategy, and formula. If it can translate to an internet based approach, or even develop into a Pandora- like product, they could be on to something big in a tech fluent market like Austin.