Podcasting isn't just an easy way to repurpose existing content for additional, non-linear usage, it's also a great way to test new talent, new features and even reward "expert listeners."

The obvious application, wisely already pursued by a number of stations is to repurpose each day's morning show - or at least the highlights.  Breaking out various features - music news, entertainment/gossip, or even benchmarks can make for good podcasts.  NPR has done this quite well - their podcast directory is definitely worth your time to visit.

In addition to repurposing on-air content, some broadcasters have taken to treating podcasts as a "sandbox" - testing new show ideas and talent.  Podcasts can be a way to test the waters, strengthen bench depth, and in some cases, podcasts can even been handled by listeners who are passionate or share some lifestyle-related expertise (video gaming, wines, computers, etc.) to create relevant content.

We've seen remarkable growth year-to-year in each of our Tech Surveys for Podcasting.  Usage has gone from nothing a few years ago to something where nearly Three in ten (28%) respondents (whether they own an iPod or not) say they’ve downloaded/listened to a podcast (37% among iPod owners, and 45% among Apple-branded player owners), especially among Alternative fans.

And of these respondents, two-thirds (69%) say they’d be very or somewhat willing to access a podcast at no charge that contains an introductory commercial from a sponsor. Once again, this signals a revenue opportunity for stations that feature popular podcasts.

Here are some examples of podcasting efforts:

• KBZT
• KCRW
• KEZO/Todd & Tyler
• NPR.Org
• WEDG
• WGRF
• WRIF/Trudi Cast
• WTPT/The Rise Guys

Podcasting is clearly here to stay, and while music licensing and rights issues have been a stumbling block for rock radio, taking a personality or topic-driven approach will still reap solid benefits and still work well with your target life-groups.

Using your site to own current events - and even engage in some shameless self-promotion - is as easy as thinking just a little bit outside the box.

In the examples above (KIIS/LA and WRIF/Detroit) these stations substantially altered their site / home page layout in order to maximize the splash and impact of key current events.

It's important to be nimble in a digital space - having alternate home page templates that allow you to create layouts as narrow as a single major event - whether it be hard news, pop culture, sports, or whatever - is critical.  While there's undoubtedly a certain tabloid feel that could be associated with these approaches, there is not doubt that the stations fully owned the event in the minds of their audience.

Anymore, being able to upload/embed video on the fly (see our "Video Pages WTDA in Action feature"), create new designs, and other trappings of a home page are as important as getting on-air production cut or liner copy written.  In many scenarios, arguably, it's more important.

Letting listeners see inside your studio and watch the jocks as they do their thing is a great way to break down barriers and can add a new dimension to a show.

Positioning is important, however.  Simply throwing up a webcam isn't enough to make this feature memorable.   K-Rock Cleveland has introduced "Rachel Cam," and they've taken advantage of their attractive midday jock Rachel to drive traffic to the site, and help raise awareness of her as a personality at the same time.

Rachel's webcam is above the fold on the home page of their site even when she's not on the air. There is also a feature that allows listeners to go back and make clips of things Rachel does during her shift, creating even more interactivity and personalization.

BJ Shea at KISW has turned his webcam footage into cartoons on a few occasions, several stations offer multiple views (camera 1, camera 2, etc.) and still others offer archives of previous day's recordings and detailed archives of in-studio interviews and funny moments.  There's even a story about a webcam for a TV host (Sarah Lane) who had a webcam in her cubicle - and an ardent follow who captured shots everyday to create a site, What Sarah Wore, dedicated to her daily clothing choices!  While understandably a tad... freaky, this is just evidence of the power of celebrity and the impact your personalities can have on the audience when you remove additional barriers.

As we saw recently, even presidential hopefuls have embraced texting.  From the Obama campaign announcing the VP, to simply offering "what song was that" application, texting is moving more and more into the space that email once owned outright.

Email is still important, but for many of your listeners, texting is quickly becoming the primary way to reach them.  As we've discussed in our blog many times, the statement that "email is for old people" is becoming more and more true.  Whether you offer a Twitter page for your listeners to follow you or conduct sign-ups via text, adding this feature to your digital platform has gone from a neat idea to an important requirement.