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Radio is the most personal media. Five stations here in Utah that I picked to listen to are KALL on 910 AM, KONY 101.1 FM, KSOP 104.3, KUBL 93.3, and KTKK 610 AM. KALL and KTKK are talk radio stations and the rest are country. The target audience for KALL and KTKK are about the same, as well as their advertising, seeking middle aged men and women of a conservative persuasion. KONY, KSOP and KUBL are all country stations with a target audience of really anyone that likes country music. The types of advertising on each range from local concerts to car dealers to department store sales. I couldn't really tell a difference in if one station had more of this kind of advertising than that. They all generally spoke about the same thing. I suppose what makes each station successful is their advertising to their target audience. The better the targeted audience then the more the advertising money.

Radio is the most personal media for a number of reasons. Radios for the most part, are local media sources. Often times people have opportunities to meet the disc jockeys at local events. It is more of a community feel. Also feedback to the radio stations is nearly instantaneous. All someone would need to do is call in and they can be on the radio and talk to the DJ. That makes it very personal. Music plays a huge role in radio. Music is entertainment. And that is one of the major purposes of media. And fulfilling another role of media, information, talk radio is also very popular. People desire to be informed. Not everybody has time to read the paper everyday to find out what's going on in the world. But everybody drives. To work or to school, we all have places to go. And that is the perfect time to get informed. Hence, talk radio thrives.