Well stated JJax...I would like to take this one step further. I think it's ALL about numbers, but it's the numbers on the books, not so much the ratings. It is the art of cutting the cost of doing business. If you look at what has been going on at Renda for instance, there is something that can't be over looked. They have let a number of salaries go. Arf, Tom Murphy, Briggs or (Kyle Stevens) whatever his name is, Ed and Dixie just to name a few. These are all PEOPLE who were part of the product. Not one of those salaries has been replaced. Not one. Cox has been doing this for over 2 years now. CC is operating the same way. These owners are banking on the idea that it really makes no difference how talented the talent is, as long as they don't pay a large salary or a bonus. I believe that it will be sooner rather than later there will be very little live talent on the air after morning drive M-F in this market and markets across the country. If you own a station and you find that you can get nearly the same ratings with out a larger budget for talent, what would you do? I think Renda is in trouble to some degree because they are behind in this trend and their revenue share reflects that. You really should hand it to Tony, he held on to the old way as long as he could but he is not as competitive as he would like. All of the names I mentioned and countless others have worked hard to make a living in radio. Some more talented than others but they all love what they were doing and now there really is no where for them to go. I was in radio for some time and I can tell you, I no longer use radio for anything other than news and traffic. There's nothing out there that I am willing to spend time with. There was a time when that was not the case. WLS when I was a kid.....I was hooked to every word John Records had to say and the way he presented the music. Today we have Boomer and Robbie and L&T. That is it for morning radio in jax. Nothing else that is compelling in any way. There are those who listen to Arthur Crofton because it's Arthur, It's a routine. Don't think for one minute that anyone who is doing a live shift in Jax is safe. KFI in LA is still working on a new idea, computer talent for the news breaks. The bottom line is this....fewer product related jobs in radio is the reality, and the jobs there are, will not pay the bills. This trend will continue as long as owners can achieve the profit margin they are looking for. It's ALL about the cost of doing business.