An alert system and apparatus for an emergency alert system is provided to disseminate emergency information to the public utilizing a universal paging system through a personal alert device such as a cellular telephone, pager, PDA or E-FOB. The alert system utilizes an emergency alert system signal from the NOAA alert system to broadcast the alert message to cellular devices in a specified alert area. The broadcast message provides information related to the alert level. The E-FOB may be a passive device which is activated by a NOAA alert signal and then listens for a cellular message. If the E-FOB is within the alert area, the E-FOB provides information to the user. If the E-FOB is not within the alert area, the E-FOB returns to a passive state.