You’ve read all of your free items this month. To register, get added benefits and unlimited access to articles, Become a Member. Already a Member? Sign in. Advertising Age Article Abstract Why Marketers Need to Reevaluate Radio, the World's Most Popular Medium It's the Perfect Platform to Combine With Emerging Applications and Innovations By Benjamin Palmer, Published on September 30, 2013 4 Want more Access, Content & Connections? Upgrade to Membership. We are glad you are enjoying Advertising Age. To get uninterrupted access and additional benefits, become a member today. Register Now Already a member? Log in.