Today, KLSX a radio station in the Los Angeles area announced that they are switching formats from all talk, to some kind of Top 40 music format. Due to the sorry state of the radio market in most of the US, especially on the music oriented stations, I have been listening to KLSX pretty regularly over the last 18 months or so. So I have been listening intently today ever since the morning shift to hear each DJ’s take on the situation.

There has been one common thread through all of the shows today and that is that they have been encouraging their listeners to visit their web pages once the station goes off the air on Friday night. Adam Carolla who does the morning shift stated quite clearly that starting Monday morning his show will continue in podcast format, basically uninterrupted. Frosty, Heidi and Frank who do the midday shift were also encouraging people to visit their website, where they will post updates of whatever it is they do next.

Now, KLSX is an interesting station and may not be run like many other stations. For example it is very interesting that each show/personality on the station really has their own online presence outside of the station’s own website and were allowed to promote their own web presence openly.

It changes the model, through the use of the internet, that these DJs really were much more loosley coupled to the station they were on. This means they could easily take their show, and their listeners to a new station with only minor cosmetic station identification logo changes on their own websites. The radio station itself in this case has simply become a vehicle for the DJs to deliver their own content.

It of course is an interesting time for a radio station, who by all reports was doing well in the various timeslots, to make such a dramatic change. The satellite radio market is on the verge of collapse and if it does go under, there will be a glut of DJ personalities running back to find a safe terrestrial home.

On a personal note, I have been thinking how similar my own situation is to the way these DJs were operating. In addition to my work with The Juggernaut Group, I have a day job. I also do contracting work on the side and I help to write this blog – none of which is in any way connected to my day job. If I were to get laid off from my day job it would have very little influence on my online presence. Any good will I have generated through my online presence would continue on. Anyone who wants to do with me would easily be able to find me via the internet, no matter where I went for my next gig.

I have essentially become much less connected to my day job. My credibility and hence ability to find another position has much more to do with my online presence than my previous ever will.