Radio, with it�s community ties and intimacy no other media shares, has been able to raise fantastic amounts of financial and moral support for those stricken.  Another example coming to mind,  not long ago Chicago Radio lost a broadcast legend, WGN�s Bob Collins.  To see and �hear� the outcry from the citizens of Chicago and the callers to that radio station for days on end, showed that this man and that radio station had touched lives in a way only radio could, for the one quote that came from the majority of the callers was, �I feel like I lost a family member.� That shows, that radio done right can have a profound impact and be more to individuals than a faceless, one of countless utilities.
    With the 21st Century, radio must undertake rapid adjustments.  No longer will the survivor and leader be just in the radio business.  The successful must think of themselves in the information, entertainment and advertising business.  The future, which is upon us NOW is showing competition growing strongest among non-radio competitors such as the Internet,  Satellite delivery and electronic information/programming-on-demand.  One hundred years ago most people could not even dream what was ahead for them, radio stations now must not be like those people of the past. Adapt, re-invent and touch the lives of a cocooning society is the way radio can profit and survive in the 21st Century.  Broadcasters must maximize time and
resources to win!  Local, Local, Local should be a cry from individual market managers and talent.
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