Ezrin believes enough listeners will find their musical identity at Enigma to make the company profitable by year's end through a combination of advertising and e-commerce revenue. But in the world of Internet radio, Enigma is an anachronism. Enigma Digital isn't one of them, however. Its stations are programmed and hosted by DJs who talk on the air and in chat rooms, host live shows and select music for listeners. That following might be small locally, but globally it could be huge, since the stations play a variety of music - from dance to heavy metal to Christian rock.
Advertising is a bit of a conundrum.
The radio advertising market is a distinctly local one. No one has yet proven that a global audience made up of small listening communities can be profitable for advertisers. Banner ads are not the answer. Many people tune in at home or at work while doing other tasks on the computer. Many listeners minimize their browser during this time, thus taking away coveted, revenue-generating ad impressions.