Traditional and digital marketing is becoming an essential component of every profit and nonprofit business entity as the business world develops. Brands can improve their standing and position in the market by reaching both new and existing consumers through marketing initiatives. One of the many marketing tools used to attract consumers and send messages is still radio. The basic idea of media is explained in the paper's opening section. Next, the meaning of radio in Croatia and radio advertising was explained. A brief overview of radio's global and Croatian histories is given, along with the results of an empirical study using content analysis. The paper's empirical section includes price lists and advertising terms for the Novi Radio Zadar, HRT Radio Zadar, and 057 Radio, which are the three most popular radio sites in Zadar. The deals made by the radio stations listed were contrasted, and the commercials found on their websites were explained. The work's objective was to demonstrate radio's ability to endure and maintain its popularity in the face of the rapid and ongoing growth of other forms of media. Radio can still be regarded as a very effective advertising tool since it is a current media that is widely accessible.