||What Stations Are Doing: Radio/Events Give Townsquare a Multi-Platform Advantage Over AOL
In the two-and-a-half years since it launched its first national website, Townsquare Media Group has built one of the largest music portfolios on the web and grown its online audience to 52 million monthly unique visitors in the U.S.
Rather than making digital an add-on, it serves as one of three legs in the diversified company's media and entertainment tripod, along with 243 local radio stations and 350 live events.
The addition of four new digital assets from AOL hikes Townsquare's national websites to 16. It also operates hundreds of local radio station and community sites. Properties like PopCrush, Taste of Country, Loudwire and Ultimate Classic Rock cross-pollinate and cross-promote with the company's radio and events divisions.
For example, Taste Of Country has a nightly show that runs on Townsquare country stations and spawned a winter tour and other live events. The stations air music news bits that tie the website and radio show together.
Townsquare is talking about creating tours for PopCrush and LoudWire. It continues to build out its digital portfolio. Last December it launched TheDrop.fm, a hip-hop and R&B site.
"In a few short years we've become a compelling destination for audiences and an important consideration for advertisers," EVP/chief digital officer Bill Wilson says.
It's a model similar to what Salem has used in the Christian community. With hundreds of radio stations and live events, Townsquare is positioned to grow the four web properties it's acquiring from AOL in a way that a pureplay digital company could not.
"The benefit we have is we're a multi-platform company, so we'll use all of our touch points -- events, radio and digital -- specific to each brand and need," Wilson says.
(Source: Inside Radio, 06/04/13)