Hmmm, very interesting to hear it from the perspective of someone who was actually in the ad-buying game. If I were a client, I'd be interested in reach, too, I'm sure. What I also found when I was covering radio is that it was art as much as science, because there were nuances that went beyond Arbitron -- which was necessary but frustrating. Other stations complained to me all the time that LIte-FM listeners weren't recording their listening as much as "voting." They'd just write down that they had Lite on all day. Meanwhile, the SM of WOR, which of course had trouble getting ads aimed at anyone under 65, told me he didn't see why car dealers didn't advertise on WOR, because if he and his son walked into a dealership, he was much more likely to be able to afford a car than his son. The nuance there, I guess, is his son would still need a car, so he'd finance. And then agency people would explain to me that a lot of advertising wasn't designed to make a sale this afternoon, but to instill brand awareness, so even if your buyers were 35-64, you wanted to reach the 18-34s so that when they grew older they'd have your brand embedded in their consciousness. Anyhow, nothing here you hadn't heard and known, but I appreciate your expertise.