With today’s emphasis on online promotion and social media presence, retailers may be tempted to dismiss a more conventional advertising medium: radio.But for many jewelers, radio spots offer a reliable, cost-effective way to reach core demographics. According to the Nielsen RADAR national radio network ratings, the old-school medium reaches nine out of 10 U.S. consumers every week. And people listen to radio commercials more than you might think. A 2011 joint study by Nielsen Audio, Media Monitors, and Coleman Insights discovered that radio retains 93 percent of its lead-in audience during commercial breaks.John Potter, SVP of professional development for the Radio Advertising Bureau, says radio’s regional DNA means retailers can reach a finely targeted demographic. “Because of the targetability of radio, your message is delivered to the right kind of consumer for your business,â€