As cell phone providers begin offering high-speed internet access cheaply, which some already have to a limited extent, and 4G networks and WiMax start to become available, radio will begin losing its death grip on cars, joggers and other mobile users. We’re already sharing that space with CD players and now iPods and other portable music players.

For other looks at what this means, if you didn’t catch his "The Letter" a few months ago, Perry Simon touched on the same idea. And Joe GM’s column shared the release that Ford is promising a computer in all cars starting in 2008 with Bluetooth connections to your cell phone for internet access. That being said, the Fords have been promising a competent Lions’ team for at least the past few decades. While Barry Sanders was impressive, the rest was largely embarrassing.

So, what does this mean? Well, internet audio is a big threat to radio’s future. However, its delivery methods still need a few years before they start to get on equal footing with broadcast radio. On top of that, while radio has a stranglehold over the airwaves (unless the FCC gets cranky), internet audio services will have to compete with radio stations online. It’s not like listeners will not have the choice of current radio stations online.

Radio already has the huge leg up of name recognition, capital, a talent base (although this has been slipping greatly in recent years) and most importantly – an existing sales base. Radio will be able to monetize its online streams more quickly and effectively than the independent internet sources because radio already has a built in sales force and the contacts to make sales happen. That can’t be built up overnight.

Internet audio may be a Gathering Storm, but it isn’t raining just yet. We should still be preparing, however – as we don’t want to be caught without an umbrella when the storm breaks.

Next week, I’ll wrap up this series with a look at the content both internet audio and broadcast radio provide. With output and delivery method currently in favor of radio, but the gap narrowing, content will be the deciding factor in the success of both media.

As always, AllAccess has my “The Net Untangled Tip of the Day” each weekday and a column on Website Wednesdays. So check back and together we’ll get our websites focused on keeping radio strong in this world of increasing competition.

Do you agree with me? Or am I full of hot air? If you have comments or any questions about radio websites – either general questions relating to the industry or the web or even specific (HTML, PHP, .NET, Javascript, etc.) questions, send me an email through http://Preppermint.net/contact. I’ll answer your question quickly and maybe even use it for a future column.