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The book is a quantitative-qualitative descriptive study, framed in the line of research and market prospecting. This research seeks to know the incidence of cultural consumption of radio products in the students of the Faculty of Communication and Advertising of the University for the approach of a promotion plan aimed at LA RADIO USC, the virtual radio station of the University Santiago de Cali, one of the most important institutions of higher education in southwestern Colombia that houses an academic community of nearly 21 thousand people in total and about 12 thousand students studying in 8 faculties. It is also important to note how this study contributes greatly to the knowledge and understanding of the needs and preferences of the university student population regarding radio consumption on the web, beyond audience records, visits and more in terms of how to promote radio content and products.