Commercial radio has taken it on the chin the last few years- both from Wall Street and within the ad industry. During the consolidation wave, media conglomerates overpaid for radio signals. Now that revenue is down due to economic conditions and smaller listening audiences, the economics don't work and never will. But that doesn't make it a poor media choice.

We view this medium like any other- you have to utilize it for its strengths. If those strengths don't play into your strategy then it doesn't have value. On the other hand, it you need to build frequency very quickly among a specific demographic or have a short-term promotion, then radio should be near the top of your list.