The document compares radio advertising shares from 2005 to 2011, showing a decline in radio from 82% to around 27% as internet advertising shares rose. It suggests that radio can be redefined for the digital age by personalizing advertising using listener data like birthyear, gender and location. Charts show that over half of listeners to a digital radio platform were logged in, allowing for more targeted and accountable advertising that generates more positive feelings than traditional radio ads.