Fourth Estate: Radio Days

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When tv’s Rosie O’Donnell held up a chocolate-covered Ring Ding, smacked her lips and declared her love for the lunch-box snack, a publicist sighed and said to me, “You can’t pay for publicity like that.” “Oh yes you can,” I replied. “On radio.”
Yet the perception remains: A TV ad is like buying cashmere, while radio is the purchasing equivalent of polyester. True, broadcast TV does reach a large audience, but it’s not as snug-fitting a niche market as radio.



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