Radio is a better medium if you really want to zero into your target audience, because you know exactly who that audience is. Radio does an excellent job of branding the niche for your product or service and you don’t have to worry about the 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 you want to reach. Radio station formats change and you need a seasoned media buyer to make the adjustments to your buys.