Synopsis Gone are the days when advertising was considered "salesmanship in print"! Not any more! Today advertisers are equipped with very advanced technologies to reach out to desired target audiences. The rapidly changing technology has had a great effect on mass media. We have seen the media evolve from print to television, to Internet, to mobile phones and so on. In an age where advertisers are using every possible medium to spread out their message, radio is one such medium that has made a comeback on every potential advertiser's checklists. It is interesting to see that in an age of hi-tech gizmos and changing lifestyles, radio has made a remarkable comeback sustaining great competition. Research also shows that the radio as an advertising medium has regained its credibility over recent years. Experts opine that the improved quality of service, redefined business value and refined market segmentation have ensured that radio has its own merits. Today, the status of the Radio broadcasting business in advertising industry has improved manifold. The book is a compilation of articles that evaluate the changing trends in the use of radio as an advertising tool-its rise, fall and the comeback-and talks about how to make the most out of it. The book is divided into two sections. The first section is 'Introduction' and the second section is 'Impact and Implications.