The branded internet radio model can be applied to just about any industry, and is probably easier to pull off than you think.

The internet has changed almost everything -- including commercial radio.

While the numbers for internet radio rise meteorically, traditional terrestrial radio has experienced revenue loss in recent months. In March 2008, radio advertising revenues dropped 8 percent according to the Radio Advertising Bureau. Conversely, Edison Media reported that the internet radio audience grew to 31 million listeners per week -- astounding double-digit growth.

Taking advantage of the trend towards online radio is beneficial for just about any company. Professional marketers can help clients flip the traditional radio advertising model on its head! Instead of radio advertisers, clients become radio content producers -- and that content helps them build brand recognition in powerful ways. Several companies have joined the internet broadcasting bandwagon and are using internet radio to further their brand penetration.

The branded internet radio model can be applied to just about any industry. Imagine a financial services company that creates an online financial news network highlighting its own family of funds. An airline could promote travel to its leisure destinations by creating a station that features music and travel shows from Las Vegas or Tahiti. A behavioral healthcare provider could promote stress relief and healthy living online through radio.

Internet radio can be easily integrated into a company's larger marketing plan. There is a relatively low barrier to entry. Audio production and imaging can be contracted out to a local firm, often for less than $100 per hour. Audio production and recording can also often be completed in-house with fairly minimal computer hardware and investment. Digital audio editing is much less cost prohibitive than the previous analog paradigm. There are no consumable costs and the labor involved in the editing process is reduced greatly.

When internet radio or online audio entertainment is integrated into a marketing plan, it's important that the audio complements a larger marketing strategy. Internet radio is most effective when used in conjunction with other channels to generate interest, audience and activity.

For example, give-away items from a retail outfit could be offered hourly to a winning listener -- increasing the number of listeners and the length of time they listen. The audio programming itself could refer listeners back to the primary company website to fill out an informational form. The form results then, in turn, could be used to create a specific email campaign geared towards those who listen to the branded radio and have become "brand experts."

A common mistake marketers make when implementing an online audio or radio strategy is the focus of the programming. To be effective and garner an audience, the programming should focus on benefiting the listener -- not on company news and information. Programming from a bank should not be about banking but on how to select the best mortgage or investment. Audio from an entertainment-oriented firm should entertain as well as inform. Consumers are more interested in an entertaining host discussing travel to Europe than the CEO discussing stock prices.

Here are five distinct tips for any company considering enhancing its website offerings with audio entertainment:

1. Seek to increase time spent on your website by making it easy for consumers to listen to your programming. Many times companies make the mistake of embedding the player in a web page -- as soon as the web page is abandoned the programming stops and your opportunity to repeat brand messaging is extinguished. You can increase the time spent on your website and time spent listening to your branded audio entertainment by providing a pop-up widget that can exist in the background and allow users to surf other sites freely. You can also encourage users to visit the main company website for special offers or further information.
   
   
2. Grow your audience with viral marketing. This works especially well with companies that focus on youthful demographics. You can allow users to download the widget that plays your audio streams and post it on their MySpace or personal websites. Every player should have a button or link that enables site visitors to obtain the code to put the player on their own site. You can also provide listener incentives for placing the audio streaming widget on other sites. In addition, you can syndicate your feed through Live 365, iTunes or other available syndicates on the web.
   
   
3. Build audience and anticipation with cross-channel marketing programs. When listeners tune in to branded internet radio for any period of time they are subjected to subtle brand messages supporting the sponsoring company. The more users listen the more brand messaging they will hear. To get them to listen longer, cross-channel promotions are recommended. The first 10 listeners to fill out a form on the website with demographic information might receive a discount coupon or other incentive.
   
   
4. Remember that people are looking to be entertained! Don't forget the entertainment value of what you produce is what will make your online audio successful. People will, in general, listen to an entertaining show longer, providing you more opportunities to impart your brand message.
   
   
5. Don't podcast -- narrowcast! The more successful online audio endeavors have been geared towards small demographic slices that cannot be reached through traditional mass media. Narrowcasting has enabled marketers to reach very narrow but profitable demographics. If your focus is too broad you may find it difficult to capture your audience as you are competing against traditional mass media.

Mark Lassoff is VP of marketing and media for the Internet Broadcasting Group.