Radio Guide: How do you promote WOXY.com?
Miller: Our promotion up to this point has been simply producing a great radio and letting our vibrant community and word-of-mouth do the rest. It's worked amazingly well for us with our listenership more than doubling every year for the past 5 years. Growth is crucial for us in the next 12 months and viral promotion alone may not be enough so we plan to explore other means of promotion, both online and off.
Radio Guide: Is WOXY.com designed to make a profit or are you running it for other reasons?
Miller: Of course Woxy.com is designed to make a profit, and I believe it can. But it's not about profit alone. It's about exposing artists that otherwise would not be heard. It's about respecting our listeners and their time. It's about doing what's right. And it's about creating an environment that allows the 97X DJs who live and breathe music to do what they do best... discover new music and share it with you.
One of the reasons 97X is special is that we get to do what we love with complete creative control and get paid for it. That dedication and passion is reflected in our product and our listeners can sense it. While there might be ways to turn a quick buck, it's not worth compromising that trust we've built with our listeners.
People deserve better than the tripe being collectively shoved down their throats by Big Media. As Doug Balogh, the grandfather of 97X, likes to say, "We have a responsibility to be profitable but not an obligation to be greedy."
Radio Guide: What are some of the ways you create a revenue stream?
Miller: We have a variety of revenue models that we're developing including advertising- and sponsorship-supported as well as subscription services. I think Internet radio is a tremendous opportunity for advertisers right now as it's uncluttered and affordable.
Radio Guide: Is there anything you would like to add that I have not properly touched upon?
Miller: I think that about covers it. Woxy.com v2.0 is in the works and promises some amazing new features and even more ways to discover new music. And of course, the best damn indie radio on the planet.
