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Media critic calls Bonneville/STL redesign "a home run"

Posted on: 02/05/2008

From STLmedia.net: BIC’s web development arm has always done impressive work. Recently Bonneville corporate challenged their market heads to come up with ways to “amp up” their online presence, and here, at least, they did it right.

First, they assembled a crew with ideas and experience. Then they said, “Do it.” So far, the beta site that’s explained at ToastedRav.com looks pretty impressive.

Individual websites for the stations, WIL, Movin’ and The Arch, have been gutted and rebuilt, with superfluous content dropped.

All three station websites have been built into the umbrella brand of ToastedRav, but each also still exist independently. There’s a fair amount of shared written content, but each station has a good taste of custom-written content.

And each station shares in links and online players for the new and extremely well produced custom video content. This will be the most difficult part of the site to keep fresh. Writing, recording and producing such material is intellectually draining and enormously time consuming.

Ads on each station site are generally format specific; ads on shared pages seem to reflect cross-format sponsors.

As a staffer told me: “The goal is not to be news, but to be a funny, informative “features-type” site, sort of “Show Me St. Louis meets The Onion.”

An ad campaign touting the new design is also in the works.

I think BIC/STL has a home run here, with a brand new way to present a radio group’s local websites.

Read the entire story at STLmedia.net.



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