makes it personal", by Greg Tingle
2UE's website is a tremendous representation
of one of Australia's most popular radio stations.
site is as functional, as it is vibrant, displaying
its distinctive black and gold logo, the website's
black background, and gold text, and it exudes
the unique look and feel that is recognizably
2UE. This is in keeping with its branding strategy
of black and gold, across the entire Southern
Cross Broadcasting Network.
color combination of black and gold, warmly invites
the visitor to 2UE's online home, and one gets
the feeling of becoming part of the 2UE "family",
as you scroll through the "personality profiles"
of announcers such as John Laws, and read about
his love of classic cars, and Sally Cockburn's
a.k.a Dr. Feelgood's distinguished medical background.
has long been a fascination by members of the
public towards those in the media and entertainment
business, and Radio 2UE has clearly capitalized
on this hunger for a brush with fame, utilizing
convergent mediums, via their website, resulting
in a truly memorable experience.
of the website include the ability to listen to
the station live, by simply clicking on the "on
air" logo, and enjoying the option of sending
a live e-mail to the announcer that's broadcasting
at the time. This feature allows for immediacy
of the action; interactivity between announcer
and listener, and intimacy; by receiving listener
feedback; without the listeners having to "beat
the gatekeeper" via the telephone.
to the website can quickly glance at the vital
"on-air schedule" to see when their
favourite announcers and segments are scheduled.
"on-air" and "off-air" competitions
such as the "Great Lawsy Give-Away"
are also promoted on the website; where the site
visitors can enter their personal details, such
as their competition answer, name and e-mail address,
into the online form. This also allows 2UE to
further "tune-in" to their audience's
"hot buttons". Additionally, 2UE sends
out e-mail newsletters to their database once
per month, with the information they have garnered
from their listeners via this facility.
can tell you from personal experience that the
announcers do positively and promptly respond
to their listeners correspondence via the website.
It is apparent that this reinforces the relationship
between callers and announcers.
"one on one" experience encourages a
feeling of closeness, and strengthens the bond,
while enhancing loyalty of the listener. This
experience is a public relations dream; and listeners
who utilize the service will likely tell others
of the positive experience, and encourage those
people to tune in to a radio station "that
photo gallery provides yet another opportunity
for 2UE's customers to "put a face"
to the station, by being able to see what the
announcers look like.
positive use of the 2UE website is for the radio
station to showcase and service its' sponsors
and advertisers in yet another forum. Even 2UE's
current advertising rates are available here.
Additionally, 2UE displays its announcers' "commercial
agreements", thereby becoming public information,
whilst avoiding allegations and litigation.
the 2UE website combines the right blend of news,
information, branding and interactivity for both
commercial and public audiences.
Source: Hitwise Australia, February 2003
Readership: 802,000 unique visitors per month
Growth rate: 9% per month
Web Pages Read: 580,000 pages per month
User visits: 4,500,000 visits per month
Average time spent on the site: 8:00 minutes
Ave # of times each user visits: 4.00 visits/month/user
Reach: 25.00% of total Internet population
Ranking: #32 entertainment/radio website in Australia
#222 entertainment website in Australia
Radio 2UE: Kurt Fulepp, Internet Manager and Alister
Reynolds, Internet Director (telephone interview
3rd March 2003)
2ue.com: online information *
Hitwise.com.au: online information (visited on
24th, 25th and 26th February 2003)
RedSheriff.com.au: (visited on 24th, 25th and
26th February 2003)
Australian Bureau of Statistics - John Struak,
General Manager (interviewed on 25th February
*numerous days and searches performed.