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Radio's Growth Prospects Are Flat At Best

Commecial radio is an 80 year old industry. While it still can be an effective medium in some circumstances, its days as a hot medium are long gone.

With its flat audience profile and lack of growth certainty, radio does not deserve year-over-year CPM increases.

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Content © 2004 by Cabletelevision Advertising Bureau (www.onetvworld.org). Reprinted with Permission.