Well, I don't know, radio is more conversational than TV or billboards, it could be argued, because it can change faster in response to the audience. It's very difficult and expensive to change a TV ad, or to localize it to a particular region. With radio, it's pretty expensive. Now, is radio advertising in the UK really 'conversational' in character? Dunno, rarely listen to it myself when I'm in the UK. I doubt it. But it does have great potential. The reality from the point of view of an advertising exec is that the web and SMS aren't really mass media that can access the majority of the population in the way the 'old' media can. Web and SMS are still 'concepts'; radio, TV and billboards are still where it all happens. Antoin - http://www.eire.com/