Clear Channel Hoping That “Social-Networking Site” Is A Phrase That Pays

Over at Billboard, Brian Garrity (full disclosure: he’s a longtime Friend Of Your Guest Idolator) wrote up a new initiative by radio behemoth Clear Channel to get in on that sweet, sweet Web 2.0 action:

The initiative starts today with the launch of social networks for seven contemporary hit radio stations across the country. KYLD-FM (WILD) San Francisco bows The Wild Space, WKSC-FM (Kiss) Chicago introduces The Mob, WHTZ-FM (Z100) New York has the Z-Zone, WIHT-FM (Hot 99.5) Washington D.C. has the Hot Spot, KDWB-FM (103.1 KDWB) Minneapolis is launching Connect, KHKS-FM (Kiss) Dallas bows Kiss Nation and WLDI-FM (WILD) West Palm Beach also is introducing a network called The Wild Space.

In June the company will roll out another five social networks for a variety of formats: contemporary hit radio stations KIIS-FM (Kiss) Los Angeles, and WFLZ-FM (933 FLZ) Tampa, rock station KTBZ-FM (The Buzz) Houston, urban station WWPR-FM (Power 105.1) New York and News/Talk station KTRH-AM Houston. The sites will be individually managed by each station but share a common format and architecture.

Let’s put aside our cynicism for a minute and credit our new Social Networking Overlords with recognizing a natural demographic fit. Morning-zoo listeners are, undoubtedly, overwhelmingly MySpace denizens, and there is surely a good matchup in terms of…um, taste and temperament. What is Top 40 radio but a MySpace page with too many noisy, competing, flame-throwing widgets, made audible? And sure, the idea that sooner or later “people [will] want to connect locally” online is logical.

Still, who’s going to give up their beloved MySpace or LiveJournal for a site that’s probably going to vaguely resemble Jimmy Fallon and his cast of Z-105 voices? If they move Jingle Ball or Weenie Roast ticket-buying to the sites, they might stand a chance at aggregating some eyeballs and driving local ad dollars. But for now, we’re going to keep our knowledge of The Vermont Teddy Bear Company exclusive to our morning tooth-brush.

Clear Channel Launches Social Networking Sites [Billboard.biz]