Seidel O'Neil Turns on the Radio for ICplanet.com

Gone are the days of the dot-com advertising boom, when new Internet companies routinely hyped themselves with countless pricey 30-second TV spots. Web startups these days have far less money but the same healthy appetite for recognition.

For one ad agency, the new realities of leaner budgets have led to a greater reliance on old technology: the radio.

Seidel O’Neil & Partners in San Francisco most recently launched a radio campaign for ICplanet.com, a business-to-business Internet exchange that connects businesses with independent consultants (ICs).