Give the People What They Want: A Content Analysis of FM Radio Station Home Pages

This content analysis of home pages from 365 randomly selected FM station Web sites examined how the industry is using the Web to deliver content. Results show three types of information are most prevalent: details about station events, disk jockey biographies, and contact information for the station. This is significantly different from the type of content listeners have said they desire in previous survey research. However, differences in the presence of station promotional content can be predicted based on expected differences in the demographics and psychographics of the station's target audience.