Do it now!! Even though the economic conditions are not ideal move forward with your presence on the web! There is more proof again today. An American Media Services survey revealed that over a quarter of those surveyed have listened to radio on the Internet. A number of studies and surveys point to an even larger percentage. Too often we get hung up on the 'radio' aspect. You are creating a product and radio is one of the delivery mechanisms. Right now radio is the principle and maybe only revenue generator for you. However, as radio revenue continues to decline it means the odds of your revenue decreasing are significant. Where are the dollars that used to go to radio? Some have gone away because of the economy but others have gone to Internet, social and interactive marketing vehicles. What makes these sites work? First, it has to be a good idea. Just because it's on the Internet or falls under the category of social marketing does not mean it is good. Then there are two main factors - first the ease of access - computer, cell phone, PDA, etc - the second it that there is usually some form of interactivity between the product and the potential users. Nike has always been ahead of the curve - well most of the time - check out their latest social marketing effort which is user driven through a page of Brickfish Social Marketing http://www.brickfish.com/Sports/YouthNoise?tab=entries&newentries=true&=pr_yn. ESPN is set to roll out a local version ESPNChicago.com and WEEI has created a web presence that includes among many things the radio station. It is not a web site for a sports radio station but a web site that includes a radio station. If you do not have a strategy and a plan for your web presence or just a sports radio web site stop now and develop a plan. Then be willing to commit more resources other than having the promotions director or PD maintain it. It is tough in the current economic conditions but even more a reason to do it. Have a strategy, have a plan and then put it into action. Sounds simple but way too often it doesn't happen.