Marketing Radio Personalities Is Like Marketing Political Candidates

TV, outdoor and direct mail still work, of course, but are getting more expensive for the desired results as target markets demassify and diary response rates tank in key demos.

If you buy that "diarykeepers are like voters" argument, here's some food for thought from Time Magazine's Josh Tyrangiel.

"From now on, a smart candidate will reach you through your cell phone,
your friends, the organizations you belong to and the websites you visit."
-- RNC chairman Ken Mehlman