Music is background listening or audio wallpaper. Talk stations work for advertisers because their commercials are regarded as an information component and come across as part of the information flow. Especially live reads which are perceived as an indirect endorsement by the presenter and therefore more attention is paid to what is being advertised. Listeners are loyal to talk radio. They relate to the station and befriend the presenters.
Talk radio is a high involvement, intrusive and interactive advertising medium.
Talk unites people across racial and cultural barriers. Talk radio enables the listener to express their views in a forum they feel comfortable with. Talk will always have a future, as there is always something interesting to talk about. Talk radio has immediacy and can reflect the events happening in and around a community. When listeners hear something on a talk station they don't want to hear they stay tuned because of the controversy.