The first was an agreement with Dofasco to sponsor the site and the second was with two local community cable channels for studio space. The deal with the cable companies cut overhead and provided visibility. In exchange for office and studio space Skelly provides the community channels with a five minute news broadcast every half hour. The company markets itself as much as it can. In June they will take over spots on prime billboards as they become available.
Marketing is the key.
We do radio and we are visible in the sense that we have two news cruisers that drive around town and are everywhere. We cover everything and we are able to go out and promote ourselves. Skelly's advice to traditional broadcasters venturing onto the web is pithy. I think they've got it wrong. I think they are using it as a tool to promote their programming instead of using it as a tool to attract people to their site.