Caroline Krediet, Planning Director at TAXI-NYC, a brand agency, wrote a piece for MediaPost that sounds heretical for the typical media pundit in 2009. Here's a quote:
There it is: Clinically proven to be entertaining and economical, innovative democratic and about as underleveraged as a medium can be in our frenzied multichannel universe. I may be in the minority on this one, but I do think that in today's economy, radio affords some of the juiciest creative opportunities, at a bargain price. A radio revival could be just the thing to beat the recession blues.
She covers a wide range of rationale in her piece, but it all revolves around the unique engagement that the audio medium has with the listener. It's vital to note that she isn't just talking about terrestrial radio; she correctly points out that all forms of radio - streaming, satellite, podcasting and terrestrial - have this unique property. Check out the article here.