Speaking at the Radio Advertising Bureau's autumn conference, billed as Radio 3.0: Catch the New Radio Wave, GCap chairman Richard Eyre, who officially began his tenure at the beginning of this month, called on radio stations to ensure their web and on-air offerings were a seamless experience for users.
He urged radio stations to exploit the "major advantage" they hold over internet start-ups because they had an existing audience ready to be directed.
Eyre said: "You can't tell people to do something they don't want to do - and that includes spending time on a rubbish website. Cross- promotion is only a benefit if there's something online worth seeing."
Eyre stressed it was important for stations to work out where their listeners were congregating, highlighting social networking sites such as Facebook that have groups attached to various radio stations.
Other speakers at the conference included Darren Henley, managing director of GCap's Classic FM and its digital station TheJazz. He said online offered radio players an opportunity to create a one-to-one relationship with users.
"Embracing digital interactivity simply for the sake of it is not good enough," he said. "It's about creating great content. And there's no reason why advertisers and radio stations can't work together to do that."
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