Buono looks at the roomful of radio and television executives and those who do business with them, and says broadcasters need understand that “Number one, the world has irrevocably changed” because of what’s happening with new media and its effect on traditional media: things won’t ever return to the earlier status quo. Then he says “theme number two is that it is critical for you to transform your business to maximize value – or suffer the consequences.” Number three is that “there are more opportunities for success than ever before”, to leverage radio’s 90%-plus reach with listeners. Buono was followed by his BIA/Kelsey colleague Rick Ducey. One of his “six steps to transformation” was a suggestion for companies “to hire one or two very senior people whose expertise is digital”, for business development/sales. The Digital Strategies for Broadcasting seminar runs through Wednesday at the Jersey City, Hyatt Regency, on the Hudson just opposite Manhattan.