1) On-Air talent takes the lead and posts what they are doing or what's on their mind.

2) A webmaster/designer is uploading content and talking with your listeners via various digital media outlets.

In some cases, the current Program or Promotion Director will take part in overseeing the digital content by discussing with talent what kind of campaigns will be running, what to focus on, and in some cases what to discuss through social media. For most mid-size to larger market stations that are investing into digital space, you need to really consider hiring a Digital Program Director (DPD) that will manage everything digitally. The Two Program Directors will work together and create compelling content that will align on-air programming and digital content, but the DPD will know what kind of things will work or not work on the web or via social media. The DPD will be in charge of creating new content, campaigns and contests set up for the digital arena only.

Just as the PD is meeting with talent, the DPD will also work with talent and develop their strategies for making digital content appealing to the listener. But how do we for our new DPD, you ask? "We are barely making budget as is." This is a great questions. For the stations that are serious about their digital presence, they are actually experiencing no issues with building their digital staff. I have seen many articles that have discussed what five new positions will there be in radio in the future. This is actually a thing of the past because most radio stations should now have the following digital staff:

1) Digital Program Director (DPD)

2) WebMaster/Designer - Uploads content and makes everything visually appealing

3) Digital Underwriter/Sales Rep

The idea that this whole digital radio fad is going to blow over is borderline ridiculous. Radio has changed radically and if you are not on board then you should quickly catch-up as your competitors are probably well ahead of you already. In 2009, while traditional on-air sales revenue wad down nearly 17%, digital sales was up over 11%. Now as the economy has strengthened a bit in 2010, we are seeing reports that traditional sales have increased along with digital sales moving up. Your Digital Sales Rep should be able to maximize the opportunity to sell and as long as you have the right tools set up like a Ad Management System on your website, you should be good to go.

You also should be highly involved with social media, looking at mobile applications, along with reports that are showing unique click-throughs and impressions. By having these tools available, the sales rep should be able to maximize your ad possibilities by selling ads through digital real estate.

Times are tough, especially for listener-supported stations. As you continue to see traditional sales fade and listeners are less and less interested in your terrestrial station, you need to look to the future for opportunities and a different approach from even a few years ago. Change is happening throughout media, so embrace it and invest in it. If you don't your station will not survive.