Roderick White
Radio is the oldest electronic medium, though in some major markets its commercial coverage has been patchy until recently. However, since the arrival of commercial TV, it has been something of a poor relation complex to plan and buy, and under-researched.
Arguably, it was the late-coming of radio into the UK ad market, and the consequent need for the Radio Advertising Bureau (RAB) to develop the medium, that provided the spark for the current generation of ...
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