Radio is usually the best medium to zero into your target audience, because you can better define your audience. Radio does an excellent job of branding the niche for your product or service and creative and production costs are usually considerably lower than TV or Cable. Radio can be a harder medium to buy because many clients don’t buy enough frequency to maximize their results. Media Buying Decisions does not broker spots where they take a block of spots and resell them to clients. Yes, these spots are inexpensive, but they may not be reaching the niche that will be effective for you. Radio station formats change and you need a well-seasoned media buyer to make the adjustments to your buys.