Mark Ramsey poses the following questions to broadcasters:

1. Is the purpose of your website just to put online what is already on the air, or is it something else?
2. Are we investing the necessary resources and talent in the development of our website, or are we having an intern update stuff in his spare time?
3. Are we giving people what they go to our station for in all its shapes and sizes on the web? Or are we offering one stream and a bunch of photos of our personalities?
4. If the content described in this article (Fast Company) can generate considerable traffic, can we convert that traffic to revenue? If so, why aren’t we investing for traffic instead of seeing our websites as expensive necessities?
5. If we keep crowing about how “local” our radio station is, exactly how does our website express that or service that?

A couple of days ago, a broadcaster called me for advice on possible speakers/topics for an association meeting next spring. She wanted someone to come talk to them about “new media.” I asked her why?

“Uh, we need to figure out how to make some more money.” Or words to that effect.

I imagined thirsty villagers taking buckets and empty containers to a nearby well in hopes of finding water for their thirsty families.

I suggested that before you’d have anything to sell (to advertisers), you’d need to build an audience and that would take time and money. An investment.

“No, our owners won’t let us spend any money. We need to find some more money. That’s why we were thinking about the Internet.”

To completely exhaust the metaphor… if you don’t have the will or the resources to drill a new well… pray for rain.