Why Do Formats Work?

How does a station programmer make their station stand out from the rest? They cater to a specific demographic of listeners and "narrowcast" to them. This is called niche programming. One specific radio network that has been successful with niche programming is Pacifica Radio. The oldest public radio network inside the United States has, since the 1960s, offered a number of programs specifically catered to the LGBT(Lesbian, Gay, Bisexual, and Transgender) community.

For example, IMRU has been on the air since 1971. According to the show's twitter account the show is the longest running LGBT radio program. The show has been locally produced since its inception. Branching out elsewhere in the industry, one of the shows founders, Greg Gordan, helped to develop similar programs up until the early 1990s(See Queer Airwaves: The Story of Gay and Lesbian Broadcasting). In the same vein WXPN-FM in Philadelphia launched a similar program Gaydreams. The program was one of radios most noteworthy and enduring programs.

This type of narrowcasting is ideal for marketing and advertising, as the mass audience does not exist in radio.