The age of technology is restructuring consumer habits and daily choices. Lisa Johnson, in her book Minding your X and Y's states: "Technology is reshaping the marketplace because it is reshaping consumers from the inside out…Businesses need to understand how to reach the multi-tasking, constantly upgrading, customers who grew up in the Internet era…" Industry is exploring new paradigms daily to identify the most powerful and effective media mix. Intriguingly, of all traditional mediums, Radio may be the most powerful and effective modern day media. The Pretesting Company's 2005 study, The Benefit of Synergy, explored whether or not Radio proved effective when used in tandem with other media. Results were striking and solidify Radio as a valuable partner in a media mix:

• Swapping one of two TV ads for two Radio ads increased unaided brand recall by 34%.
• Replacing one of two newspaper ads almost tripled unaided brand recall.
• When two ads replaced one of the two TV exposures, more people chose the advertised brand as their first choice.
• Newspaper swap-out was even more remarkable!
• Customers that heard two Radio ads (and only one TV ad) could restate a campaign's main message just as well as those exposed to TV ads.
• Trading a newspaper ad for two Radio ads resulted in a dramatic increase in message playback – more than seeing two newspaper ads.

These dramatic findings make sense when we look at how humans process short-term memory. Scientists have found that memories created by sound (echoic memory) are four times stronger than those created by sight (iconic memory). The important difference between hearing and seeing is that people can "rehearse" sound, but not sight. Hearing memory generates an acute awareness of visual stimuli in listeners. This, consequently, supports Pretesting's Synergy Study results.

While television and newspapers experience dramatic shifts in audience as a consequence of a changing culture Radio still commands 97% of our communities' attention. There are 229,872,000 million technologically savvy, time starved consumers choosing Radio for daily entertainment and as an information medium. Thus, when we look at a fresh and effective media mix from a cognitive and economical perspective Radio is the powerful choice.