The possibility that the benefits sought by radio listeners could be used to further define demographically homogeneous audiences for marketing purposes was investigated by surveying a segment of college undergraduate listeners. Twenty-five interviews were conducted to determine where, why, what time of day, and to what station an individual listened, as well as station and listener characteristics. The interview responses were then used to construct a questionnaire, which was administered to 100 undergraduate students. The respondents were clustered into four groups, according to preferences for news, commercials, station format, and type of music; and listener profiles were composed. The heaviest listening group preferred good music played by a friendly disc jockey. Members of this group viewed radio listening as a means of avoiding boredom, and preferred to listen with others. They were neutral about the information they received from the medium. Although the results did not support conclusively a significant relationship between cluster groups and the radio station listened to most often, the percentage was not so low as to preclude a relationship. The study also raised several issues for further investigation, such as the evidence that lighter listeners were more favorable to commercials, suggesting that sheer numbers of listeners and usage levels of radio may be poor indicators upon which to base an advertising campaign. (HTH)