First time here but as a (only moderately successful) marketer thought I'd pitch in with a serious answer: TV, being relatively expensive and inflexible owing to its higher product costs per ad tends to have one or two (maybe three or more, for bigger budget campaigns) executions, each usually focusing on a single message. Whereas I understand RAB's main arguments for radio as an advertising medium are that it's relatively inexpensive and flexible: so relatively easy to get a bunch of executions, each with a different message, cheaply and quickly. Indeed the above comments touch on this. But I agree with you that a bunch of different messages doesn't constitute a "conversation" (unless you use the analogy of a stranger initiating a one-way conversation at a crap party). It's meaningless terms like this which rightly earn marketers a bad name. Not wanting to sign off anonymously (I just ain't registered), www.unluckyman.blogspot.com