This book was written in order to improve radio"s success rate and to help save wasted advertising dollars for the people who invest in the medium. Mistakes are made everyday by some large retailers who are buying stations which will do them no good. This validates the need for this book. Radio is a medium designed to generate traffic. Bought properly, radio will bring bodies through the door, which ultimately results in making the cash register ring! This book will direct the radio buyer by teaching the right questions to ask, how to negotiate rates, how to get more than a spot schedule out of the stations, and how to make sure the buy is reaching the right prospective customers.