How To Make The Most Of Radio

Roderick White

Radio is the oldest and, until recently, a very neglected electronic medium. TV came in, took over and dominated the ad industry's approach to communications and consumers' idea of where they receive ad messages from. But for some years now, particularly as much of Europe developed effective commercial radio presence, radio has seen a revival in interest; enhanced by the perception that TV is losing some of its magic.

As a result, there has been an international burgeoning of radio research, from standard audience measurement to studies of effectiveness and guidelines for improving the quality of creative. This article is primarily concerned with how advertisers can best use radio, rather than with the increasingly complex and controversial field of audience measurement though the latter underpins radio's use as a medium (see Box 1).