World Cup Radio

23 Jun

I’ve just been onto the Talksport website. I make it my business as a radio advertising expert to regularly do a ‘secret shop’ on all of the main radio station websites.

What struck me as fascinating about the Talksport site was just how much of a multimedia zone it has become and how much World Cup content is available there. Podcasts, videos, articles, pundits, photos, predictions, wallcharts….you name it, they’ve got it. And fair play to them.

The real media change that this typifies is the change taking place at the well run radio stations that have an innately strong editorial nature (such as Talksport, Classic FM, LBC, Jazz FM).

For this fairly rare breed of UK radio stations, they offer yesterday’s radio advertiser a fully immersive multimedia approach today. In this time of change, herded interest and content consumption, stations like Talksport can seize on events like the World Cup by providing access to more than just their listeners. By building the requisite functionality, they can add viewers, readers, community members, social networkers, fans and more to their ever growing list of content customers.

In a changing world of media consumption, we know radio. So we’ll keep secret shopping and make it our business to keep you turned on and tuned in.

Tim Cowland is a Founder Partner at Radio Experts, a London based specialist radio advertising agency.


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