I believe in radio and I believe in radio’s future. But …

 Author and International Radio Consultant Valerie Geller says go where your audience is, not where you think they ought to be.

I believe in radio and I believe in radio’s future. But the hard truth is that if broadcasters don’t evolve with both the technological shifts and an understanding of how our audience is changing, we may sink our own ship.

With Internet radio becoming available in the car, the entire landscape is changing, and fast.

But radio itself is still solid. Everyone knows radio. Even those not technically making radio still call it radio (XM Satellite “Radio,” Pandora “Radio,” etc.)

Read the full original at Radio World