The Media Audit reports that the website for pubradio KOPB-FM in Portland, Ore., has the nation’s highest reach into its metro area, according to the Radio and Internet Newsletter.
More than 385,000 adults in a market of 2 million have visited its site in the past month — that’s 19.8 percent of that population in Portland.
No other single station site exceeded a 6.2 percent penetration.
“The latest figures suggest that radio websites are growing in popularity and are becoming more important in defining the overall reach for a radio station or radio group,” the Media Audit also says.