I guess a similar analogy would be to suggest that sure, other papers are cheaper, but really you only need to advertise in the New York Times, since more people read it.

Late-night radio and television (which is similarly inexpensive) are staples of direct-response advertisers, who track every microscopic detail of their ad campaigns as aggressively as Star Jones at a buy-one-get-one-free sale.

There are countless products and services for whom all-night radio is the absolute best place to advertise.

And in markets like Southern California, which are hardly known for their habit of rolling up the sidewalks at dusk, a radio spot at 2 o'clock in the morning is often times the very best spot to find your target.

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