Tom Taylor wrote this morning in his NOW digital publication “A rose by any other name, would smell as sweet.” What interesting about that old Bill Shakespeare line from Romeo & Juliet is that researchers have actually found that would not be true. Turns out a name can affect how we perceive a lot of things – smell, attractiveness etc. Teaching the next generations at the university I can pretty confidently say that they have no clue what “clear channel” means when it comes to either class of AM radio station or to the behemoth media company (The exception being those who take my History of American Broadcasting class). Since the Clear Channel name is posted on tons of billboards across our land, they most likely equate the name with that form of media. (And iHeartMedia is not changing the name of the billboard division). However, ask my students about iHeartRadio and not only do they have an opinion, but the App on their smartphone. To the radio diehards it may feel like the tail is wagging the dog, but the reality is digital is now the dog and broadcasting is the tail. But what a mighty tail it is and radio has an incredible advantage if it puts that tail to work for it’s future in digital.