Do we look to the future?
From John Bradley of SBR Creative Media, referencing an article in Fortune magazine:
A Toro Lawn Mower engineer at the Center For Advanced Turf Technology said “we run our research and development with a 10 to 20 year view of what we think our industry is going to be like.” Wow. Radio is so concerned with this month or this ratings period that this looking ahead is a foreign concept. Imagine if the top 6 broadasting companies (or even one company) had a Center for Radio Advancement to do R&D about where the industry will be in 3, 5 or 10 years. That would be a quantum leap toward better radio. But sadly, the lawn mowing company is more advanced and forward thinking than r-a-d-i-o.