Rather than trying to be everything, often it is best to be just one thing.
Radio is the one medium with a direct pipeline into the mind.
The mind thinks in sounds - not words or pictures. In order to get into the mind of the listener, the words of a newspaper have to be translated into sounds. Of course the idea that radio is the only direct way into the mind is too simple a concept for most marketing people to accept or acknowledge, but with research we may realize that there is a direct correlation between what is supplied to the mind and social response are similar. Or, real is what the mind says is real. Years ago a typical radio station would play music and news during the day and entertainment programs at night - programming formats that would make dead meat of any radio station today.