Radio finally has a real challenger when you consider the Internet's impact. This technology means that anybody can have a radio station as good as or better than what's out there today. No transmitter, no license, no tower - just the ability to program something radio doesn't. When we were kids we could name our favorite stations. A 12-year-old today can tell you the artists, but probably not a station where they know the DJs. Radio has not remained relevant to these people.

Radio is losing its relevancy with many adults, too. As Wall Street took over Main Street radio ownership, digital automation, national voice-tracking, and programming staff cuts depersonalized the medium. Many stations lost their local relatable DJs, and they lost touch with the community they serve. Some stations in smaller markets cut costs and broadcast satellite delivered programming with no local connection; they might as well be XM or Sirius. Pandora has more programming focused on the individual listener.

Regional radio owner Mary Quass reaffirms a strong programming tenet: radio survives best when it gives people programming that they can't get anywhere else. As wireless Internet grows and Internet radio is in every cell phone and car, those radio broadcasters who haven't differentiated their product will suffer.

Radio listeners need local information and high-touch community contact, not a depersonalized generic national air talent or worse - straight automation - that bears no relation to the local listener.

Enough ranting…let's talk starting points for growth:

1. Build your information franchise. That doesn't just mean news; weather is vital for most areas. What happens when bad weather hits, and no one is at the station? Have a plan, and don't miss the chance to serve when the need is highest.

2. Become hyper-local. Orient your written news, weather, and sports to your local service area. Make it available online, too. Relate to your local market and be the source for what's happening locally.

3. Be visible. Be the force that cannot be ignored. Check your local visibility and involvement. From signs to civic groups, be seen everywhere.

4. Have a strong morning anchor. Build your morning show to touch local lives, and give a local twist to national items. Do things because they relate to your market, not because everyone talks about Hollywood news.

5. Hire a part-timer. This may be the best source for your next fulltime hire. Radio has no farm club system to develop talent anymore, and younger people don't even know we exist as a career! Do your own part and start growing your own bench.

6. Help local merchants. Super serve local clients and show them you care. Show them how you are involved and get results. The most important numbers to them are in sales, and you can impact that with great marketing plans for them.

7. Give back. A few national groups earned their bad reputation for taking dollars from local markets and raping the product. Local advertisers already know, so make sure you are investing in the community to counter specific reputation problems.