With the rise of satellite radio, portable MP3 players, and podcasting, many cultural observers have already declared traditional radio to be dead, or at least on its way towards becoming the type of broadcast wasteland that the AM band became following the rise of FM in the 1970s (but before AM’s resurgence in the 1990s on the back of sports and talk formats.) But the facts simply don’t back up such a simplistic view of the coexistence of old and new media: the latest market study of those stuffy old radio stations shows plenty of profit yet to be had. And as long as there is profit potential, there is simply no chance of radio giving up the ghost.