“(Technology's) added more and more ways to listen to the radio on hundreds of new platforms and thousands of new devices, from smart speakers to smart TVs and game players. iHeart is leading the radio side of things.”

Translation:  Radio won't ever be the same.  We need to change, adapt, and adjust, and you can damn well bet iHeart will be in the forefront.

And if you believe my interpretive abilities, take stock of the fact that while radio has made painful reductions in some areas, the spending has increased considerably in others.  For people employed in radio at the station or corporate levels, these are messages that strongly suggest their companies are on the move.

To keep pace, it would be smart to learn new skills – whether on the content creation or monetization side – not just to retain your employment, but to make an active contribution to the company that's employed you.  Because virtually anyone can now own the next big idea.

I would bet that a great new initiative or concept on the digital front would get the attention of your company's COO or CEO, far more than the next big radio format or cool contest.  Radio's leadership knows what they don't know about the future of media.  And they're looking for answers from wherever they come from.

Make no mistake about it.  Radio's not fading out into the sunset anytime soon.  All those radio execs I quoted earlier will tell you how important broadcast is to their companies and their shareholders.  While the going's gotten tougher, radio is still an incredibly viable business, a proven marketing tool, and a reliably source of information and entertainment for millions and millions of Americans everyday.

But these messages from the aforementioned industry leaders aren't just Wall Street speak.  They're real.  The world has changed, and radio is no different than any other industry – automotive, retail, medical, insurance, razor blades.  They're all being disrupted by the inevitable onrush of technology and the changing times in which we live.

The famous philosopher, Bob Dylan, once said,

“You don't need a weatherman to know which way the wind blows.”

Translation: If you work in radio, just open the window and see for yourself.  You know all you need to know.