WEEI widens Web content: Site has archives, fantasy football

But this time it’s not just on the radio dial.
The broadcaster has been quietly beefing up its online presence - adding message boards, audio archives and fantasy football games - as it tries to turn WEEI.com into a local alternative to big national players like ESPN.com.
In the coming weeks Entercom plans to unveil mobile services tied to WEEI-AM (850) and WRKO-AM (680). People opting into the service will be able to get local sports scores, news updates, wallpaper and even ringtones featuring on-air personalities on their cell phones.


For instance, WEEI listeners might be able to download afternoon host Glenn Ordway shouting “you’re making my point” as a ringtone, said Jim Rushton, vice president and director of sales for WEEI and WRKO.
Last week WEEI launched fantasy football on its Web site, delving into an online game that is a big moneymaker, particularly among men. Fantasy football, which allows users to create and manage virtual teams, is a favorite on Yahoo! and ESPN.com. But WEEI wants to regionalize it, creating competing teams from WEEI in Boston and WEEI in Worcester that would battle each week.
Entercom is also talking with the Red Sox about seeking permission from Major League Baseball to stream the club’s games on WEEI.com, Kahn said.
Entercom retained the rights to the Sox radio play-by-play earlier this year.
Expanding its online brand allows WEEI to forge a stronger connection with listeners, but also gives the station’s advertisers more bang for their bucks, Rushton said.
It could also provide a cheaper means for some advertisers to associate themselves with the Red Sox or the Boston Celtics than buying a mention on the radio.
“Someone might want to have their name associated . . .(but) may not be able to afford the normal broadcast route,” Rushton said. “We can still provide an association with our brand” online or through cell phones.
Over the next three to five months other local Entercom stations, like WAAF-FM (107.3) and WMKK-FM (93.7), will add mobile content as well, Rushton said.