Is radio really a frequency medium, while TV is a reach medium? Is this a good way to position radio today? We think not. This report describes the evolution of radio audience research and shows AM/FM reach capabilities, which some may find surprising, but which we have touted for years. We also include suggestions on action that could be taken to revamp the medium's ratings reports so that its reach potentials are more readily seen by advertisers and agencies. (3.5 pages text; 2 tables).