I noticed two new media trends this week that I wanted to put on your radar screen:

1) Ford is advertising that its new Focus model of car comes with a USB plug-in that is built directly into the car. That means that any mp3 player or iPod can connect directly to the stereo system. That also means that the end user can totally – and easily – bypass any broadcast signals.

2) Coca-Cola is becoming it’s own media company. The soft drink giant is buying 35 digital billboards that it can change or update at any time – no need to buy placement through a local/national billboard company…and no need to print costly billboard signage.

What does this mean for your station? For starters, the media pie is getting sliced into smaller pieces every day. But it also means that there are new opportunities for spreading your message. Why not partner with a local Ford dealership and provide a limited number of inexpensive mp3 devices that are pre-programmed with content from your station? Give the new car buyers a plug-and-play piece of technology that directs them to your station? Or how about taking a page from Coca-Cola’s handbook and investing in some long-term billboard placements…or building partnerships with local advertisers?

New media is here to stay. Don’t fear it. Use it to your advantage.