Ladies Rule on Girls Rock Radio - Page 4
One of the biggest problems Girls Rock Radio has encountered is the push for the station to go viral. In the early days, MySpace was at its peak, and Girls Rock Radio had thousands of followers. But MySpace seemed little more than one great big popularity contest, and it did not seem that those who friended us there had any real interest in the station. The transition to Facebook, although started fairly early, has not caught on anywhere close to my hopes and expectations. Presently, Girls Rock Radio has only 706 "likes" on Facebook. Other pages which have been around for a considerably shorter period of time have thousands more. I don't get that, but fact is that the failure of Girls Rock Radio to go viral has significantly limited our exposure and growth.
But there's a Catch-22 where it comes to viral growth. If an Internet radio station grows explosively, they need to ensure capacity is on hand for those who want to tune in. When someone wants to listen and can't, they go away disappointed and may never come back. Regular FM radio stations don't really worry about "capacity." For them, anyone who wants to listen can simply turn on their radio, and tune in. No one gets turned away. Although they hope to be winning the drive-time numbers game to be the most popular station, there really is no way for the station to know precisely how many people are tuned in at any given moment in time.
Internet radio works quite differently. Internet radio station owners must contract with streaming media providers to purchase "listener slots" so that the audience can listen to the station. When you "tune in" to an Internet radio station you are actually connecting to a listener slot which is then allocated exclusively to you while you are listening. A listener slot, whether in use or not, typically costs the Internet radio station somewhere between $1 and $2 per slot, per month. Now, think about what it would mean to have 1600 listeners at peak. In order to provide slots for each of those listeners, the monthly cost would be between $1,600 and $3,600.
Problem is that listener slots are not allocated dynamically. Streaming media providers don't charge you only for the slots you have in use at any given moment in time, but rather they charge you for the exact number of slots you have purchased regardless of whether they are in use or not. In our example, if the opposite of peak is only 400 listeners, 1200 slots are sitting idle, but must be paid for anyway. If you purchase 1600 slots, but peak turns out to be only 400, you really get burned because you're essentially just throwing away $1,200 to $2,400 every month!Continued on the next page