The Infinite Dial

It has been almost a year since I wrote about the importance of radio station blogging, and radio has still been extremely tentative about dipping its collective toe into this vital form of communication (and its complement,consumer generated media.) For many stations, their reticence to enter the blogosphere is not only understandable, it might even be prudent. Rest assured, however, that blogging is not going away, and it has profoundly changed the landscape of "customer service," public relations and even altered the very soul of some companies (Microsoft being the most obvious example).

So, here we are in 2006, and you are thinking about it, or would at least like to know more. Where should you look? Well, we put our heads together on that very issue, and have assembled a fantastic panel at this year's NAB Radio Show in Dallas. The panel is entitled "Opening The Kimono: Harnessing the Power of Blogging" and it will definitely be lively, informative--and just might provide the impetus for you to think about your station in an entirely new (and potentially profitable) way.

The title of the panel does not refer to a mid-panel wardrobe malfunction, or anything more suggestive than "social networking." Instead, "Opening the Kimono" is all about making the crucial, first decision about launching a blog: how transparent do you want to be? Blogging requires a willingness to let the listener peek behind Oz's curtain (to mix metaphors) in a way that you might not be comfortable with (yet). Salting your blog with canned marketing messages and press releases is a fast path to irrelevance--only a truly open and honest two-way discussion has any chance of building relationships (and creating traffic). Opening that kimono might be difficult, but we have assembled an excellent group of guides.

Leading off the panel is the Founder/CEO of Weblogs, Inc and current GM of AOL's Netscape site, Jason Calacanis. If you want insight on monetizing your blog, harnessing the power of consumer generated content and how AOL is tackling some of the same issues you are, Jason is the goto-guy. He will also be speaking at the Jacobs Media Summit on "The Future of Media," so if you come away from that talk with questions on how to make some of his ideas tangible and concrete with your station's website, you will want to stick around for this panel.

Also speaking will be Anil Dash, who is a Vice President at Six Apart, the leading company in the business blogging space and developer of the software behind many of the blogs and websites you probably already visit everyday. Six Apart's hosted TypePad service is used by thousands of popular blogs, and their flagship software product, Movable Type, has powered this site and the main Edison Media Research site for two years. Anil has been an "A-List" blogger for many years, has some radio in his background, and is one of the most engaging speakers on technology and trends you are likely to hear at the NAB this year.

Bryan Jay Miller, the General Manager of Internet-only WOXY will also join us. WOXY is just beginning to dip their toe into blogging, but they already have an extremely active message board community that should be the envy of any broadcast radio station. Bryan has built an impressive brand on the Internet--without the benefit of broadcast airwaves--and has done it thanks in part to fearlessly engaging with their audience and valuing their online feedback. Bryan's insight into community-building online (and where to take it next) will prove invaluable to this discussion.

Finally, if there is one thing that I would like you to remember about this panel, it is that this will not be a panel to only send your "tech guy" to. This is a panel for everyone concerned about building a brand on the Internet and monetizing your content. The issues behind deciding when, how and if to blog are big issues--50,000 footers--and should involve PD's, GM's GSM's AND Webmasters. I hope to see you all. As always, we welcome your comments here, or just pop me a note if you have any questions.