Technology has affected many businesses for the better, but for some it's also created stiffer competition.  One area is radio.  The American Advertising Federation Black Hills heard first hand Tuesday from a Phoenix radio executive on how radio has changed and how it needs to keep changing  in order to keep up with an evolving environment.  Of course, I-Tunes and satellite radio are now competition, something radio wasn't up against a few years ago.

Michael Mallace, general manager of Sierra H. Broadcasting, says, "It's certainly a competitor, and we certainly have to take notice of that.But if you look at the history of radio there's always been new competitors.  If you go back to when I was a kid, they had 8 track tapes and then they had CDs which came out, and radio has always survived.  When radio first started you had television and everybody said radio was going to go away.  It never went away. Radio just keeps reinventing itself."

Mallace says the best thing a local station in Rapid City can do is keep the content local - something, he says, some stations in larger markets have strayed from.

Justin Pazera