Radio remains an important part of the daily lives of millions of people. Personality and promotion driven radio formats thrust themselves into the daily routines of listeners. Radio station ownership consolidation has led to greater emphasis on formats, format branding, and promotional efforts designed to appeal to listener groups and, at the same time, yield steady returns on investments for owners and shareholders through the sale of advertising time. But advertising loads and the availability of personal choice technology, such as portable digital media players and personalized online audio, are driving listeners to look for other options.