Back in the mid-1990s, when most of the radio industry was still trying to figure out what the internet was going to become, Johnny Boswell was thinking differently - looking past the novelty and to something more permanent. At the time, the prevailing attitude in broadcasting was that a website’s job was to provide listeners with an easy way to find the phone number.

If you ask most managers what the most important page on their website is, they’ll usually say the homepage. And that makes sense. It’s the digital front door. It’s where everything starts. But after working with radio station websites for years, I’ve noticed something interesting. The pages that often generate the most traffic—and sometimes the most revenue opportunities—aren’t the homepage at all.

In the digital age we’re currently in, the real value is in creating lots of individual amazing moments. That’s the key for radio talent trying to transition to podcasting. Here’s why and how we can all get better at doing that.

Podcasting has become a major force today. The percentage of 12+ Americans who have consumed a podcast has reached an all-time high, according to The Infinite Dial 2025, released by Edison Research last month.   73% of Americans have consumed a podcast in either audio or video format, representing an estimated 210 million people. 

The law is not changing, but the technology to find these images is. Companies now use automated and AI-driven image search tools that constantly scan the web looking for copyrighted photos. When those systems find a match, a notice gets sent, sometimes within seconds.

The digital revolution isn’t just here, it’s over and digital won. So, like it or not we all have to start creating digital content to pair with our on-air content daily. If the thought of doing that still seems overwhelming, here are three simple steps to get started. 

For many stations, the website exists. It streams. It lists contact information. It might host a contest or two. But it functions more like a digital billboard than a living, breathing extension of the brand. It’s there when someone needs it, but it’s not something they think to visit every day. And that’s a missed opportunity.

At least half of the new comedians I’ve gotten into over the past couple years came from me seeing them on the podcast of a comic I’m already a fan of. So, how can radio get in on this trend and take advantage of the power of collaborations to improve our on-air and digital content? Here are a few thoughts on that.

That thing we all hated back then is now one of the easiest wins a station can have online — not because radio people suddenly love writing, but because the tools finally caught up with how radio actually operates. Your on-air breaks are already content. You don’t need to “create” something new for the website. You just need to capture and repurpose a moment that already happened.

Posting your video to all the video hosting sites isn’t enough.  There are things you have to do to make sure the people who are looking for you can find it.  This is called optimization, and it’s the subject of this article.