Web-based music services can survive -- but they need to rethink their business models first, especially when it comes to advertising. SoundExchange head Jon Simson advises that these sites should switch to a more radio-like strategy with audio ads between songs. (http://blog.wired.com/music/2008/08/soundexchange-h.html) He says that people don't look at the ads on the website when all they're trying to find is music. By sticking it in their ears, people will respond, and therefore sponsors will respond.