When the website, Deja News, was reformulated as Deja.com it needed to explain itself to its 25- to 49-year- old audience, while, at the same time, generating a call to action. ''Local radio's 60-second length,'' says Deborah Newman, vice president, marketing, "has the ability to drive people to a website and still let you tell a story. It really works for the web. You can explain a product and drive traffic at the same time.''

The initial advertising campaign for the ''new'' Deja.com was launched in mid-May and ran through the first week of July. The offline portion included national radio, local radio in key markets, including New York, and outdoor advertising. The second wave of the campaign began airing in August, and a third segment will begin in late September.

''Radio for the dot com category is a great vehicle. We're getting a lot of e-mail from listeners.''

The first wave, Newman explains, introduced Deja.com, which lets consumers make decisions about products based on ratings and reviews by other consumers. The subjects range from travel to computers to music and books. The August campaign, which aired on seven New York Market radio stations, contained testimonials from people who have used the site. And the September radio will focus on ratings of new car models.

"I love radio,'' Newman continues. ''Radio for the dot com category is a great vehicle. We're getting a lot of e-mail from listeners.'' In the future, Newton would like to see the relationship between radio and the Internet go even further. "All radio stations have websites,'' she says. "I would like to see more opportunities to tie in with station websites.''