Will radio cut into print? Conventional wisdom is that it will. But, as with most questions that conventional wisdom tries to answer, the truth is a bit more complex. First, the costs involved. For example, for a one-time insertion in The Times of India, Mumbai edition, the cost is Rs 1,600 per cc. A 52-cc ad works out to Rs 83,200. And TV rates are astronomical. According to STAR India, a 30...