Rock music is fading from the radio airwaves. So “record companies are attempting to adapt to modern rock’s recent marginalization on the airways in major markets like Philadelphia, Miami, New York and Washington, D.C. by emphasizing other options for building buzz. In lieu of airplay, touring, blogs, ringtones, downloads, Internet and satellite radio, videogame tie-ins, alliances with brand marketers, film and TV exposure, sponsorships and placements in commercials all are growing in value.”