I couldn’t believe my eyes. The sign on the door said CLOSED. Our favorite Mexican food restaurant back home has closed its doors.

It would be easy to assume that the food went downhill, the service got worse, and the mariachis started singing “La Bamba” off key. But none of those things happened.

The restaurant stayed the same, but everything around them changed. Ironically, it was a victim of being in a neighborhood that was booming. Apartments and office buildings sprouted up all around hiding the restaurant from ravenous fajita-hunting motorists. Trendy new restaurants made what was hidden easily forgettable.

The same thing can happen to your radio station.

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Most people in your town have never heard of your radio station.

That’s hard for us to grasp because we’re involved with our station every day, and almost everyone we bump into knows where we work. But our world is not their world.

I’ve written in previous Frost Advisories about social proof, the grown-up term for peer pressure. Jonah Berger’s remarkable new book “Contagious: Why Things Catch On” discusses “The Power of Observability”; the easier something is to see, the more people talk about it.

Consider how the kind of car your neighbor drives is far more likely to affect your buying decision than does the toothpaste he uses. One is visible, the other is not.

It has always baffled me why Christian music stations seem content to be invisible. We have the greatest reason to reach people (see: The Great Commission), we have the most tribal format (our audience gathers without us even asking them to), and the format is about the things people care about most.

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

Where have you gone, Cliff Huxtable?

It’s said that 85% of youths in prison grow up in fatherless homes. Role models can change the trajectory of a life.

With more and more successful Contemporary Christian music stations than ever before we have the opportunity to tell a better story to more people. I know stations that have created on-air features just so they can say, “You must be a great mom!” or “Atta boy, dad!”, affirming listeners for one of the most important roles in their lives.

I recently heard Amy Grant say, “Every once in a while it’s good to think about what is really important in your life, and then see what aspect of your life actually reflects that.”

“Sing something that matters”, her dad would often remind her. On this Father’s Day I think that’s good advice for our stations, as well.

Programming a successful radio station can often seem like jumping on a moving train. It’s challenging enough for a programmer to simply find time to listen to the station or meet with the air staff, much less actually plan the next event.

We’re often so busy with the urgent that we don’t take the time to think.

At Mark Ramsey’s recent Hivio conference I heard filmmaker Emma Coats share that the process of creating a great story often involves discounting the first thing that comes to mind. That’s because the first thing is seldom the unique thing.

The more you drill down, the closer you’ll get to the big idea.

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“It’s what you learn after you know it all that counts,” John Wooden often said.

Many of the happiest times in life are associated with learning. I remember my friend Dan Heidt teaching me how to fingerpick on my Taylor 310 guitar. It was great fun learning to fly during college in my friend Bob’s Cherokee Citation. My career took a new trajectory because of the remarkable mentoring in programming by the legendary Alan Mason.

Learning seldom happens alone. The exchange of ideas is often the basis of longtime friendships.

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It’s said that our format has a higher percentage of fans than other contemporary music formats. If we have so many fans, why is there so little cheering?

Recently I read…

“The act of cheering for a sports team, player or event is inherently illogical at its very core; yelling in support of your team doesn’t actually do anything to affect the result. But we do it anyway. We do it because it makes us feel connected to what’s going on, because we want something happy to happen, because hoping for something to happen from the very beginning makes it that much more thrilling when it actually does happen. We invest ourselves in an activity that has nothing to do with us. It’s the basic foundation of being a fan.” Will Leitch

Despite a higher percentage of fans, too often our stations remain invisible around town. It’s rare to see any Christian station bumper sticker on the highways, but no less rare on the bumpers in the church parking lots, home of our season-ticket holders!

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We sell time, we fill time, we announce the time. Whether the vernacular is time spent listening or average weekly time exposed we in radio are in the business of time.

Roy Williams recently wrote, “People don’t trade money for things when they value their money more highly than they value the things.”

Your listeners won’t give you their time if they value doing other things more highly than they value giving it to you.

Even when they finally give us their time, we often waste it. Too much chatter. Songs they don’t love. Information that isn’t relevant. Traffic reports for traffic they’re not in.

Give your station some time right now and listen to what you hear. You’re either giving your listeners something of value or your wasting their time.

One time we’ll waste their time one too many times and they won’t come back.

To paraphrase baseball legend Yogi Berra, if somebody doesn’t want to listen then nobody is going to stop them.

I heard someone play the violin this morning in church. I love the violin, but for a different reason than most. I love the violin because my mother played the violin. All through my Wonder Years I happily followed my mom around while she played in the orchestra for shows like “The Sound of Music”, “My Fair Lady”, and “Brigadoon.” Growing up in a musical family has given me a worldview that has shaped even my professional journey.

“Sometimes you have to watch somebody love something before you can love it yourself. It is if they are showing you the way.” Donald Miller, “Blue Like Jazz”

“Each person has a different set of biases and values and assumptions, and those world views are influenced by their parents, their schools, the places they live and the experiences they’ve had to date. Their worldview is the lens they use to determine whether or not they’re going to believe a story.” Seth Godin

We see this demonstrated every election season when one candidate’s signs are abundant in one neighborhood but his opponent is prominent in another. We see it on Super Bowl Sunday, Christmastime, and the 4th of July. We also see this played out at our radio stations.

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