YouTube is a massive distribution channel, but not a creator of content. So what to do? How about invest in content creation! And so they are. And name brand content-creators are falling all over themselves to get a shot at the YouTube distribution platform because they understand what some of us in radio too often take for granted: Broad distribution is scarce, precious, and essential. YouTube has it. So does radio. And if maintaining relevance in the wake of the fast-multiplying choices for advertisers is the goal, you had better invest in content.