Constantly-updated fresh content is gold for delivering online audience growth, says STL public radio

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Issue Date: 
Feb 22 2012 - 1:00pm

From Issue:

St. Louis Public Radio's digital media manager credits the station's significant audience growth to -- what else?? -- frequently-updated fresh and unique online content.

The station's digital platforms enjoyed a 90% increase in unique visitors in January over last year, and the streaming audience has more than doubled, with a 152% increase in unique listeners.

Digital media manager Madalyn Painter wrote, "We have to attribute much of our success to our increased focus on frequent online news updates... (the site's) main function is to deliver content — not content promoting the station, but our award-winning regional news coverage and programming."

The site was deisgned using NPR Digital Services Core Publisher tool. Digital Services' Keith Hopper stresses that stations that don't showcase new and changing news content "will struggle to grow online audience and won’t capture the kind of larger market share that other online news providers command."

St. Louis Public Radio is part of the University of Missouri-St. Louis and operates KWMU, KWMU.org, and HD stations KWMU-2 and KWMU-3. Read the InsideSTLPublicRadio blog here. Read NPR's Digital Services blog here.

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