All posts by John Frost

John has been a successful major market DJ and Program Director for such companies as CBS, Gannett, Cap Cities, Westinghouse, Multimedia, and Sandusky and publishes the Frost Advisory.

Frost Advisory #762 – The Best Station Ever!

“The most listened to Christian radio station in America.”

My first day in the station I suggested that they eliminate that positioning line. In our format, EGO is counterproductive. Humility is a virtue. Serving others is a primary value.

Inside thinking is the default of every station, because we’re all inside!

A television station in my town has marketing campaign based on their 25 years on the air. It includes various notables of their network congratulating them and lauding that they are “the best station in town!” One network celebrity (whose initials are Jimmy Fallon) says, “it’s the best station in town, and the best station in any town.” I’M NOT MAKING THIS UP, as Dave Barry would say.

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Frost Advisory #762 – What’s Most Important?

It seemed an innocent enough question. My new friend Randy had just become the program director of an already successful Christian music station that I reckon you’ve heard of.

One day over fajitas and guacamole he turns to me and asks, “What is most important for me to know about having success in this format?” Two days and numerous servings of chips and salsa later we were still quacking.

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Frost Advisory #761 – The Great Irony Of Our format

Our format is foundationally based on values. It attracts people that share those values, both listeners and staff. In visiting a station I often observe how we come from different places and backgrounds but we’re all in the same room at the same time because of shared values.

The great irony then is that too few stations communicate shared values and vision with their listeners. Stations are more likely to message the attributes of the music itself (positive, encouraging, uplifting) which are generic to any station playing the music than message something unique and preferable to their own brand, a more important factor in markets with multiple CCM stations.

It’s the difference between being a commodity and being a brand.

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Frost Advisory #759 – How To Become A Market Leader, Part 3 Of 3

In the previous two Frost Advisories (here and here) I’ve shared key challenges of a station in our format becoming a market leader.

  1. Our format doesn’t inherently have the basic foundation for success that almost every other format does. Notably hits and stars.
  2. Most Christian music stations are nothing more than a commodity. While the words positive, encouraging, and uplifting are authentic benefits of the music they are inherent TO the format. In other words, any station that plays the music can be described with these words. A true brand must develop concepts that transcend the format, particularly in the markets where multiple stations play the same music.
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Frost Advisory #758 – How To Become A Market Leader, Part 2 of 3

On last week’s show I began with a lofty premise: “If you’re a new programmer or new to the format this maybe the most important Frost Advisory you’ll ever read.” (Do you have to use quotation marks if you’re quoting yourself?)

I went on to say that our CCM format doesn’t inherently have the basic foundation for success that almost every other format does. Notably 1) hits, and 2) stars. (I had a similar challenge when programming Smooth Jazz. We overcame that challenge to reach top 4 in Adults 25-54, thank you very much).

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Frost Advisory #755 – Dogs That Drool, And Other Things That Are Familiar

No one has ever walked into a restaurant and asked, “How many different menu items do you have?”

But every day a customer asks, “What do you like here?” Every day a waiter says, “It’s one of our favorites.”

If I really wanted to impress you I would talk about the reticular area of the brain. That’s the reason you can hear a song that you haven’t heard in years and sing along with every word.

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Frost Advisory #754 – How Will Your Station Be Remembered?

On last week’s show I shared what an exhausting emotional week it was for me and several dozen of my teammates. As you’ve heard, Salem sold its seven Contemporary Christian music stations to EMF in one fell swoop. A huge industry story for sure but very personal to me and my teammates impacted.

My relationship with Salem goes back 24 years when I was invited into the team to launch The Fish stations in Chicago, Cleveland, and Sacramento.

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