Oregon Media Insiders

Radio became pretty much obsolete when the iPod came on the scene. Radio is a tough sell for advertisers as well. Waiting for ratings is a dinosaur approach to selling when web advertisers can see instantly how many hits they've had. Waiting for your favorite song to play is pretty much the mindset of the older listener which advertisers aren't buying. The age of an audience listening for and identifying with local DJs and personalities pretty much disappeared a decade ago if not more. The exceptions are local talkers like Lars, Hartmann, and Emerson. New inventions replace old ones. Digital cameras replaced Polaroids, digital TV is replacing analogue, and the iPod replaced music formated radio.