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To: Joe E. who wrote (15808)	12/3/1998 4:16:00 PM
From: Original Mad Dog	Respond to of 27307

Radio stations are a good analogy in that they are: (1) media outlets supported primarily by advertising; (2) plentiful in most markets and therefore prone to station hopping; (3) accustomed in most instances to providing their information (usually music but not always) in short bursts. I listen to at least 5 and usually 10 radio stations each way during my 45 minute commute, unless something captivates me in which case I stick with it for the entire drive. Kind of like Web surfing. But the analogy is not complete. Radio does not offer the opportunities the Web does for targeting audiences precisely. It does not offer interactivity of advertising. It cannot serve as a sales medium, directing customers to merchants in exchange for a piece of the action. It is not typically international or national in scope (except when offered over the Web -- I envision soon having well-known national or international Internet audio outlets, perhaps playing in the background, while people are surfing for other things -- right now at home I play CD's on the computer while surfing). Also, portals hope to serve as a gateway to the Net; radio technology does not offer an analog -- a station you must or want to start from to get to other stations. And most importantly, radio's been around since 1920, so what it offers as an investment and potential income stream is pretty well known. MAD DOG