At last somebody in the commercial radio business has noted that one of biggest reasons to turn off isn’t poor music policy, crap jokes or bad station identity – it’s annoying and repetive radio commercials. Somebody in the UK should take on board the Clear Channel approach of trying to make better radio ads and brodcast fewer of them: “Radio is the most difficult medium because there are fewer senses to work with. For the most part, radio ads are a yawn” [source]. With online catching radio in terms of advertising spend (Britain’s Online advertising market will surpass the £500-million mark this year – Independent Online) radio’s revenues may be in for a rocky time. Inn the UK the Online industry may well surpass radio during the next 12 months so it’s important that the industry wakes up and does something to ensure that the recent history of growth and development can be sustained.