Procurar os ouvintes (utilizadores) em vez de esperar que eles...

«Radio stations have embraced the reality that reaching an audience means going where that audience is.  And today, that audience is online.  The Internet has transformed radio into a visual medium where listeners can more accurately be referred to as users.  And by implementing social networking media, like personality websites, blogs, MySpace pages, and Facebook profiles, radio stations are reaching audience members with an unprecedented level of interactivity»