Courtesy Boston Herald

Boston has become Title Town and sports radio station WEEI-AM has been riding that wave of success with little on-air competition. Now, the station hopes to attract an online following with a new Web site.

“We are going to invest in creating a world-class Web site,” Tim Murphy, vice president and general manager of WEEI.com, said yesterday.

He declined to say how much the station planned to spend beefing up the site, but one source said the investment could reach $4 million.

"Our goal is to support and help our phenomenal talent on air and to make their shows as good as they could possibly be,” Murphy said.

To do that, WEEI has hired two Boston Herald sportswriters.

Robert Bradford the Herald’s Red Sox writer, will edit the Web site. Michael Felger, who leaves 890 ESPN in Boston and who covers the New England Patriots as a Herald freelancer, will cover the upcoming football season for WEEI.com. Felger's former ESPN co-host Kevin Winter is currently hosting the show solo.

Bradford and Felger will contribute to WEEI.com in its current form, but the station plans to roll out the new Web site in January. The pair’s moves come during upheaval in the media market, and Bradford said he’s betting his career on the Internet.

“The Internet is going to be a much stronger medium going forward,” he said. “Everyone understands that.”

Yesterday, Jeff Freedman, a principal at Hub marketing agency Small Army, said the station’s plan makes sense.

“Boston is such a huge sports town,” said Freedman.