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Ernie Rideout: Narrowcasting used to be called niche publication or specialty publication, and it really centers around any particular human activity or consumer group.

Mike Molenda: When Guitar Player started in 1967, Bud Eastman, who is the founder, he owned a music store. And I think because he was on the street, he was kind of narrowcasting on his own. It's funny. It was almost like an organic thing. I'm just going to put out a newsletter that tells people how that was done. Well, from there, advertisers went, oh my god, there is a newsletter that's telling people about how people get their sounds and tones, and I need to put my Fender amps in that magazine. I need to put my Gibson guitars in that magazine. And it grew from there because the manufacturing community saw Guitar Player magazine as a viable resource to let players know about the products they made.

Matt York: But today, we're looking at, like, sliver casting. So broadcasting, you have advertisers who want people who use soap or toothpaste, which is like everybody. With narrowcasting, you have a small community of people who love to ride horses, and you can actually get people to advertise saddles in a narrowcasting environment. So with sliver casting, you give people who advertise a special kind of saddle-- an English saddle or some other kind of unusual saddle. So narrowcasting was a great way to monetize the efforts that a publisher put out to create a very small community.