The talk radio represents one of the rare cases, when the offline media has some significant elements of the interaction in it, as the talk radio represents some talk shows, led by famous and popular hosts and the broadcasted communication of the incoming calls of radio listeners. Therefore, it is no wonder that the talk radio received its natural extension in the web talk radio format. Moving the online talk radio only acquires more opportunities for providing the interactive communication with this media target audiences, since the Internet and various wireless devices allow consumers of this media to stay connected to it and take part in its discussions.
The Internet radio talk may cover many different topics, such as entertainment, politics, sports, health, social trends and events, news, culture, etc. Therefore, this media represents an area of a high interest for a number of advertisers. Through their public and social activities, some companies gain more opportunities for creating a buzz about their products, initiating discussions and getting more publicity for their brands through this media. According to the researches, the Internet radio talk media has an immense level of influence on its listener audiences' motivation, attitudes and behavior. These researches demonstrate that the Internet radio talk shows and their hosts do not only attract large segments of consumers being their main informational sources, but also have a great impact on their the way their listeners interpret those news and form their further perception, attitudes and finally their behavior towards them. It also concerns the impact those shows produce on people's political, social and consumer preferences and behavior.
Consequently, today in the USA one of every ten radio stations work in the talk radio format. It includes also the Internet radio talk companies. Moreover, many people, who resort to this media as to their main information sources, listen to such programs more than once a week. Offline and Internet radio talk programs attract people, providing them with an opportunity to meet their social interaction and communicational needs. This media has a strong social presence, because people, calling such shows, can lead public conversations, expressing at the same time their unique personalities. Hence, the connection and relations between Internet radio talk audiences and this media is very strong, since people both have a chance of speaking their mind out publicly and a chance of receiving fresh news and insights on various topics.
Sports or health Internet radio talk programs, for instance, can provide excellent advertising opportunities for many sports or health care product manufacturers. In this way not only their advertising messages can get on air, but also their brands or products can become the topics of the program discussion. Furthermore, that Internet format of communication permit advertisers to conduct various contests, forums or blogs through talk radio web sites.