In this paper, radio as a medium is analyzed. Media denotes a mediator in communication and is located between the person sending the message and the recipient. The mass media has a strong influence from a marketing standpoint, and radio is one of them. When advertising, marketers use a variety of media in different ways, and the focus of this paper is on the possibilities of radio in advertising. The aim of the research analyzed in this paper is to examine the current role and position of the radio, the habits of the listeners, the content offered and how the listeners perceive it. Radio is one of the oldest media for electronic advertising, and many experts believe that it is losing its role in advertising. Nevertheless, the results of the research show that radio still has an audience and importance in marketing terms for a number of reasons. With the advent of new technologies, new opportunities are being created for radio that must be seized so that this medium does not really disappear as it was predicted.