You can also treat individual cable channels like sections of the newspaper. Run spots on ESPN if you're a sporting-goods store, MTV and VH1 if you're a record store. Cable seems to have a channel for just about every interest. However, don't think that every cable subscriber watches every cable channel all the time. Audiences for any individual cable channel are very small, but you can be sure the viewers you do get will be the right prospect for your product or service.
Radio is probably the most underrated ad medium.
Just about everyone has a radio or two, or even three or four. And radio is the medium that can reach people while they drive to and from work and while they are working in the office. In a typical market, there are more radio stations than TV stations, cable systems, and newspapers combined. At first glance, that makes buying radio advertising seem like a time-consuming and complicated business for a local advertiser. Today's radio stations focus their programming and promotions to reach a very carefully defined audience.