When recent headlines proclaimed social media surpassed print as the number three global ad category behind TV and paid search, radio wasn't part of the conversation. That's a constant thorn in the industry's side. If you listen to top radio brass, their media can stand tall against any other platform. The problem is convincing agencies and brands. To grow share and generate more revenue, radio needs a bit of science and art. Sellers need to share more data to demonstrate radio's worth. They also need access to buyers and marketers to communicate how radio's local expertise and beloved personalities, as well as new digital offerings such as podcasting, can deliver what they see as unrivaled capabilities.