5. The signs of the future are here today

It isn’t all bad news. Some changes could mean more revenue sources, but you have to be paying attention or they might pass you by. Let broadcast radio serve as an example of what happens when tunnel vision keeps you in the dark until it’s too late.

With new alternatives for listening to music, satellite radio like Sirius/XM and Pandora stand out as examples of a climate change with permanent chilling effects throughout the entire world of traditional broadcast radio. Even the forecast for 2010 looked grim, with an anticipated increase from 12 million units of satellite radio devices in 2005 to 55 million units in 2010, a rate of increase of 35 percent (Sennitt, 2009). And it has meant a huge loss of ad revenue for traditional broadcast radio stations.