Com audiências mais fragmentadas, as comunidades de utilizadores são preciosas

«Stations will need to create their own communities of listeners, which will be defined by program, lifestyle, and consumer interests. The Cyber radio revolution may promote further audience fragmentation (Ganchiff, 2000), an understandable prediction, considering that Web distribution could potentially bring about the birth of thousands of new stations competing for listeners. Radio’s natural ability to program to narrowly defined audiences will fit nicely with the Internet’s established ability to develop and cater to online "communities" of users. Therefore, the successful Cyber stations will be the ones who  can further identify and develop relationships with targeted groups» (evans/Smethers, 2001:13) RAZôES COMERCIAIS