Rapid change is a constant, ubiquitous feature of our lives. While it took radio 38 years to get 50 million listeners, it took only 13 years for television to do the same. During those 25 years that television was catching on and catching up, radio was able to hang onto its audience. Businesses did not need to change their marketing strategy overnight and could frankly ignore television as a viable mass media strategy for over two decades. A wait-and-see attitude was not only functional but prudent. But wait-and-see today could mean done-and-gone tomorrow.