When it comes the urban radio succeeding in a white market, it's actually pretty common. Urban stations that are willing to reach out to everyone do quite well. I remember about 10 years ago when KKFR "Power 92" in Phoenix, which was an urban that called itself rhythmic, had an audience that was 70% white. I'm sure they considered Hispanics as white or black since Hispanic was not classified as a race but a culture until recently, which brings me to my next point. Urban usually works very well with Hispanics, and Amarillo is roughly 20% Hispanic.