More than half of the radio stations report that they depend on their web site as a steady source of nontraditional revenue. While we may think that we know all there is to know about the Internet, the Internet is a moving target. It is constantly changing. This means there are tremendous new opportunities waiting to be discovered and developed. You just have to develop the business plan that can make them work!

As a production person, you may routinely create promos and audio excerpts of daily programs for the web. You also may need to post clients' commercials to a secure area of the station's web site so that clients can go online and listen to their current ad. The first thing we typically think of is streaming the radio station's signal across the web, but there are many more practical uses of the web.