Radio and newspapers are “old media” according to the digital natives. “I can’t stand all those gloomy voices on the public radio”, Aida 16 years old said. How can traditional radio fulfill the needs of the young consumer, the need for a never ending flow of entertainment including news, knowledge, music ect. Maybe the radio management plays Freddie Mercury every day in their iPods as their lyrics aptly stated: everything I had to know I heard it on the radio. I will ask them on wednesday when I talk about digital natives.