"There's no passive success on radio. Well, in radio, one of the ways in which you engage people and make them active listeners and have them glued so that they don't want to do anything else, you have to find ways to incorporate this mystery called the theater of the mind. And it's the one ingredient that radio has that television does not that if used properly, if perfected and learned and executed properly, it can have a much greater impact than TV because it can create a much more intimate, direct connection with the audience."