The Chronicle of Higher Education

For College radio stations, says Mr. McClung, a wider on-line listener base could mean more lucrative advertising revenue and more respect for the medium.  He says it shows that "it's not just being used by kids--college radio gets knocked a lot for being a sandbox, a place where kids play

The sites give stations new ways to market themselves says Mr. McClung.  Some stations use their sites to promote events and sell merchandise, like T-shirts and cd's. According to Mr. McClung, government regulations limit ways in which radio stations can make money over the air, but Web sites offer more freedom.  "On a college radio station Web site, you can do anything you want," he says," and that really opens up the door for revenue