This past Christmas we advertised on cable -- HGTV and Food Network because we thought these stations fit in with our target audience...a few spots didn't run and were aired on stations we would never have chosen (USA and TLC)...the only people who commented on the commercial saw the spots on the stations we didn't choose -- kind of frustrating!!!! We decided against radio -- mainly due to our location, we're a ways out of town and would need to spend several precious costly seconds giving address info, which people aren't too likely to write down if they are driving in the car or hear the ad in a dr's office, etc. Also, XM, Sirius and iPods are gaining in popularity so I would grill your sales rep on listenership, etc. Does the jazz station own another stations? If so, can you split up your contract with other stations or media outlets owned by the parent company if you do not start hearing feedback within a few months???