The impact of the digital age on radio broadcasting in previous years has had less of an effect than that of television. People read more of what's online (since it's easily available and in most cases free) than words printed on a page, like a newspaper (since it's not always easily available and has a price associated with it). The rapid growth of the Internet, wireless communications, media servers, and interoperability between massive digital libraries will allow virtually anyone to access large volumes of data on almost any subject. Therefore, media companies are starting to develop as content creators rather than content creators. compared to simple ink-based newspaper companies or video-based television stations. They are recognizing the potential of digital technology and adapting their content to fit a variety of platforms, such as mobile and the web. Marketing's focus is shifting as new advertising techniques are used, for example adverts are becoming more effective with digitally created visual graphics