Often we tend to think of radio as a stand-alone medium. While it can work effectively this way, more often it runs in combination with other media. It’s well-documented that a radio version (not just a direct lift of the soundtrack) of a TV spot can bring to the listener’s mind the TV spot and every day you can hear dozens of spots directing you to advertisers’ web sites. Radio is a fantastic multiplier of the results of other media as well…newspapers, direct mail, billboards, magazines, point of purchase, skywriting…