When FDR delivered his fireside chats to a frightened nation, he used the radio.
When President-elect Obama delivers his version of the fireside chat, he uses YouTube.
Maybe, just maybe, we in Radio have lived too long under the limits of our own inferiority complex. Maybe, just maybe, we need to carry our listeners wherever they want to go – in whatever medium they want to experience – whenever they want. On their terms.
If you manage the relationships – if you have the trust of the audience – then you can carry them wherever they want and monetize the path, all along the way.
It's not about extending your brands, folks. It's about extending your audience.