I just want to warn you this Frost Advisory is going to be a little different. But that’s okay because that is the point.

The CCM format is known for many good things; inspiring hope, encouraging people in difficult times, and offering a more eternal perspective.

But let’s face it, our format is not particularly known for being creative. We can all name well-known radio stations that don’t sound much different than they did twenty years ago.

On this 54th anniversary of man on the moon I reckon’ it’s a good time to bring it up.

With the historic words, “One small step for man, one giant leap for mankind,” Neil Armstrong and Buzz Aldrin became the first men to walk on the moon, followed closely by the planting of the American flag to show that the USA was first in this historic achievement.

Radio stations whose foundation is “Beliefs and Values” have an opportunity to communicate that position by putting their flag in the ground.

I first loved baseball because my dad loved baseball. In fact, my first game ever was a really big deal – I got to see my baseball hero Mickey Mantle get the first hit in the very first indoor baseball game at the Astrodome in Houston.

My dad simply said, “You should see this.”

Everyone’s favorite radio station is the station that plays their favorite music.

Why does this matter?

People love what is familiar, and what is familiar is what we love.

The United States of America was born 247 years ago with a Declaration of Independence, and a subsequent Bill of Rights for all citizens to life, liberty, and the pursuit of happiness. But as Americans we know that with rights comes responsibility.

So it is for your radio station.

What do you passionately care about?

I’ve never heard anyone say that they loved a generic music channel like you can find on XM/Sirius, unless it was something offbeat that appealed to only three people such as the Jamaican Bongo Channel or the Left-handed Texas Fiddler channel.

Things that are generic don’t generate passion and loyalty. If a customer can take it or leave it… chances are they’ll leave it.

Quick! Name a TV dad that is portrayed as a positive role model! How ’bout in movies?

They say that 85% of men in prison grew up in fatherless homes. Role models can change the trajectory of a life. My dad certainly did for me.

As a format that is foundationally about beliefs and values, we have the opportunity to tell a better story about the role of men than what is typically on TV. (To prove my point I did a Google search for Best TV Dads and the list included Homer Simpson, Herman Munster, and Archie Bunker.)

So that…

My programming mentor held up two fingers and said, “Two words to help you focus your radio station;

So that…”

While I’ve had this concept in my programming toolbox for a few decades, I’ve heard that phrase pop up several times in the last week including even Sunday morning in church. I figured I needed to make it my next Frost Advisory.

When I wrote Frost Advisory #661 – What Christian Radio Can Learn From… Bud Light, I didn’t imagine there could be other companies that would say, “Hey, that’s a good idea” and follow along.

Silly me.

I’m told that Anheuser-Busch has lost 27 billion dollars in value since Bud Light decided to feature a “trans-athlete” on a Bud Light bottle.

As unlikely an example to follow it seems that Target did just THAT. Yes, the brand that appeals directly to young moms and kids decided there was another agenda. You know the story. They knew implications of Bud Light’s decision. But anyway…

Memorial Day weekend is a time to remember those who have given the ultimate sacrifice for our freedom. Maybe, just maybe, there is a lesson that can apply to the legacy of your radio station.

How will your radio station be remembered?