Radio is recognized as a powerful but underutilized educational medium, and ways of improving the cost-effectiveness of the educational use of radio are discussed. Topics include the meaning of and need for cost effectiveness analysis, building an information system for cost effectiveness analysis, and five factors affecting cost effectiveness--(1) action research, (2) radio complementing other media, (3) diverse audience needs, (4) untapped resources, and (5) the scarcity value of resources in management decisions. (Author/CMV)