In fact, we don't know a radio format that isn't a niche format. There are no mass appeal formats anymore. There is a misconception that niche means small. It means targeted. Niche formats are really focused formats - and if your format isn't focused today, you're in trouble.
Oldies is a niche format.
That's one of its great strengths. The Industry's Perception Of Oldies Outside the format, Oldies has always been perceived as a less than glamorous. It seems there has always been an industry bias against Oldies, based perhaps on the perception that Oldies makes a big splash and then fades away to mediocre ratings. And while this often happens, it doesn't have to. Done properly, Oldies should have a great launch - and continue to perform well book after book.