Technology is changing the way people in Southwest Florida consume media. This includes streaming audio platforms like Pandora and Spotify or the ability to watch Netflix on a smartphone.

But one thing has not changed.  That thing with the buttons and knobs that's been part of a car's dashboard since 1930. The contraption called radio.

Some small business owners believe the medium is outdated, and nobody listens to it anymore. But, contrary to that view, radio still reaches 92% of all consumers in America.

In SWFL, for example, last week significantly more consumers tuned-in to their favorite Fort Myers radio stations than watched local TV; read a newspaper; logged-on to Facebook, or signed-in to Pandora or Spotify.