ABSTRACT
The niche marketing process is far more complex than offering a specific format, a specialty magazine, or a special-interest cable channel. Magazines, direct mail, and cable television didn't invent niche marketing either. Radio is a most flexible niche medium. Niche marketing requires an examination of far smaller segments than men, women, children, teens, and seniors. Technology is a contributing factor in the creation of niche markets. Instant translations and other innovations can be sold by stations to help the new technology gain a foothold in local markets. The private sector now has an opportunity to fill some of the niches heretofore reserved for organizations such as the British Broadcasting Corporation and Voice of America. Interactive radio and computers offer tremendous niche marketing potential. In the era of mass marketing, most retailers appealed to several market segments with one offer.
