Many technology and mass media pundits have predicted the demise of radio, but radio’s mystique and extraordinary ability to adapt have repeatedly proved them wrong. In this program, the business side of public and commercial radio broadcasting is explored in depth by industry insiders. Host Ray Suarez and others from NPR’s "Talk of the Nation" discuss how content is created and how their show is produced, while executives at Jones Radio Network offer a behind-the-scenes look at what goes into commercial radio: the way in which audience profiling drives programming, the role of Arbitron ratings, and the business of selling advertising time. Although other forms of mass media offer things that radio cannot, surveys show that it is the immediacy, accessibility, and local feeling of radio—even when prerecorded and beamed by satellite from remote locations—that keep people tuning in. (28 minutes)