Radio is the first electronic medium that still has a faithful audience and many advantages. Although many predicted the end of it by appearance of TV and Internet, it did not happen. It is currently in the phase of transformation and adaptation in a changing media market, and it has cleverly used the emergence of other mass media to strengthen its own position. Technological achievements have enabled the variety of media and media convergence which means that electronic media became multimedial and achieved alliance and collaboration instead of competition. The listener who has used to be a passive user of media content, becomes involved in creating radio content on multiple platforms. Apart from the ether, radio content is also available on digital channels, particularly on social networks and video platforms with which radio achieves successful integration. Media convergence also seeks new ways to manage media content on the radio and develops strategies that would attract listeners and advertisers. There are about 150 commercial radio stations in Croatia, and the purpose of this paper is to explore and analyze the strategies of differentiation of the most sucessful radio stations on the national, regional and local level. These are Narodni radio, Antena Zagreb and Enter Zagreb, all of which belong to the same media group and are the leading radio stations in their market segment of listeners, which is why they can be observed as representative for the radio market as a whole. Differentiation is expensive but provides competitive advantage, which is indicated by these radio stations and confirmed by their example. The aim of this paper is to show which of all tools radio stations can use to make a difference compared to their competition. For each of the radio stations, its most significant marketing activities were observed over the past five years. Although there is no general formula for the success of radio stations, each radio, if it wants to be successful on the market, needs to focus on quality format and program content, acceptable prices and creative forms of advertising, as well as use of digital channels where its listeners are while offering them quality content. Professional literature, web pages, books, scientific journals, articles and other available literature were used for the analysis, and a survey was conducted in the form of dubious interviews with program directors of Narodni Radio and Antena Zagreb.