When I first mentioned that phrase to a friend he looked at me like I was standing on my head. But the Internet has turned every communication medium on its ear and more than a decade after “the Web” entered our homes and daily conversations we still struggle to figure out the new business model. The process of reinvention is made more frustrating because new technologies and communication channels seem to pop up every day making yesterday’s Cinderella today’s Ugly Stepsister.

One thing should be crystal clear: You are no longer the business you were ten years ago. And the first step is to stop thinking of your business as “Radio” and start thinking of it as a “multimedia content and marketing company that uses music, news, information and entertainment to connect targeted, local communities with businesses and products that improve their lives.”

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