Radio and the Web: Communication Strategies of Spanish Radio Networks on the Web (2006-2008)

Elsa Moreno, Pilar Martínez-Costa, Avelino Amoedo


The internet has placed traditional radio in a new environment with regard to the production and management of different audio contents. The web has enabled the updating of programming strategies and the promotion and marketing of radio networks, so as to extend the sphere of communication between networks and listeners. This article shows the results of an analysis of the websites of the main national radio networks in Spain over the last three seasons (2006-2007, 2007-2008 and 2008-2009) and draws on a research project about the communication strategies of Spanish radio networks on the internet1. The paper addresses the originality of web radio content and services and the communication strategies afforded by the internet. The conclusions reflect the ways in which Spanish radio networks have improved their programming, promotion and business strategies on the internet, thus increasing the range of contents and services of traditional programming made available on the web. The analysis also identifies the similarities and differences between the strategies adopted by 'talk radio' and different music radio formats on the internet. Such strategies have become the hallmark of radio products in the media market.


Media Studies; Radio; Internet

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