Christmas decorations are up in Home Depot, so I reckon’ I can go there, too.

Even though we’re yet to October, I’m already having conversations with program directors about this upcoming Christmas season. Call it Year #2 of Christmas with COVID.

Just when we thought things couldn’t get worse than last year, this Christmas season is extra noisy with the situation in Afghanistan and the chaos on the southern border.

But even in this unusual season Christmas can bring out the best in us. More people are tuning to your station than at any other time of the year. I know of a few stations that top a million listeners per week and numerous others that reach the top five. This was once considered unimaginable for a niche format playing mostly unfamiliar music.

Out of the mouth of babes.

It is an expression often connected to the perspective of someone with little or no knowledge of the inner workings.

I recently spent time with an industry pro. He’s been a major market morning man for decades at big stations you’ve heard of. He’s a Christian guy, a PK even, but has never worked in Christian radio. My colleagues and I are doing our best to nudge him to apply his immense talent in our format. Then, out of the mouth of babes…

“Your format thinks too small,” he blurts out.

“Tell me more,” we inquire.

“If your station can be what you say – transformative in someone’s life – then why do you spend 99% of your time focusing on the nuts and bolts, the songs, the artists, the deejays, the features – the stuff any radio station can do. Why don’t you focus on what is most meaningful?” he says from an outsider’s perspective.

We forget, don’t we?

We forget what real people go through every day.

We forget the messages they are bombarded with, the struggles they face, the negative influences on their kids.

Real people perceive your radio station within the context of their own lives. Don’t ever forget it.

Often they tune in to get away from the negativity, to be affirmed for the good in people, and to be reminded of the hope we can have through our faith.

On last week’s show I delved into what we could learn from The Weather Channel as Hurricane Ida hit the Gulf Coast. Well, a week later many of us are still cleaning up after the storm flooded the northeast. In fact, my friends Matt and Cari had to be evacuated from their home in New Jersey by boat. Fortunately, they and their cat LBK are safely relocated to a nearby hotel.

Since the impact of the storm is still just as relevant as last week I thought I would continue drilling down into what we can learn from The Weather Channel.

The power of NOW. In our format we talk a lot about “common ground,” usually referring to things like lifestyle, values, and spiritual vernacular. However, ‘now’ is the one thing we most have in common. Everyone is living in that moment. Weather, specifically severe weather, is the ultimate shared experience.

As you’re reading this, Hurricane Ida has made landfall on the Gulf Coast as an extremely dangerous Category 4 hurricane. Having lived in Florida for 25 years, I’m well aware of the life-altering impact of major storms coming ashore. Floridians can quickly transform into amateur meteorologists binge watching The Weather Channel. It’s never a good thing when you see Jim Cantore standing in your front yard.

We can learn a lot from The Weather Channel…

The power of winning moments. While it’s important to minimize things that result in listeners tuning away, playing defense isn’t the same as winning. The Weather Channel uses graphics, camera angles (literally), on the scene reporters, and live action video to keep viewers coming back for what Mr. and Mrs. Nielsen would call ‘listening occasions.’ We all want to know WHAT’S THE LATEST?

Last week Fox televised a Major League Baseball game that was played in the proverbial middle of nowhere – a cornfield in Iowa. And get this, it was the most watched regular season game in 16 years.

So what’s the deal? Was its success simply nostalgia for a movie made 30 years ago?

In a sport that these days can seem more about exit velocity, spin rates, and animated strike zones, this ballgame in a cornfield at the Field of Dreams went the other direction.

Baseball with a small b

This game, like the movie before it, was a storybook about the average Joe (shoeless, no less) and second chances, discovering your purpose, and the opportunity to live a dream even if only for one inning.

“You know, we just don’t recognize the most significant moments of our lives while they’re happening.”

Doc “Moonlight” Graham

“Off air,” the TV schedule indicated. “No programming scheduled at this time” the box on the lower left read. It was 7:30 PM. Prime time, I think they call it.

I recently attended a major league baseball game where the concession stands on the third base side were all closed. If you wanted to give them your money there was no one there to take it, presumably the very reason they were there in the first place.

This one scenario defines the challenge;

It defines the challenge of the novice, and it defines the challenge of the seasoned pro.

It defines the challenge of the programmer, and it defines the challenge of the GM in supervising the programmer.

It defines the challenge of dealing with complaints, either from inside the building or from the outside our zip code. (See Frost Advisory #559 – It Needs More Salt)

It’s the easiest thing to do.

Those from another medium (whether ministry, public speaking, or TV), expect the process will be easy.

“Just do what I usually do but now do it for the radio.”

If you’ve been following this storyline the last couple of weeks (Part 1, Part 2) you know I’ve brought up an idea that I believe is transformative for our format.

Let me review for those just tuning in.

If all stations begin with the same general stack of tools (music, deejays, etc.), why are most stations in our format ordinary while only a few are transformational?

We radio folks are somewhat good at thinking about WHAT we do but far less good in thinking WHY we do it. Perhaps we should ask…

“What do we want our listeners to say when they listen?”

What if we design those elements with intentionality, understanding that our stations have the potential to be transformational?

On last week’s show I asked… so if radio stations in our format all begin with the same general stack of tools (music, deejays, etc.), why are most stations ordinary while only a few are transformational?

Last week I shared how my friend Joe Battaglia and I partnered with Ken Blanchard, author of the best-selling “One Minute Manager” series, to develop the national radio campaign for “Lead Like Jesus.” As we brainstormed ideas, Ken shared his experience of training the ballpark staff of the Padres’ Petco Park in San Diego.

They began with the end in mind:

What do we want fans to say when they are leaving the ballpark?

After several hours of discussion, it was transformed to this specific idea…

“I want to come back and I want to bring a friend.”

That one sentence crystalized their definition of success. The staff then went to work on creating a ballpark experience that could influence the conversation toward that response.

We radio folks are somewhat good at thinking about WHAT we do but far less good in thinking WHY we do it. Perhaps we should ask…

“What do we want our listeners to say when they listen?”