Our format can either be a bunch of songs that people don’t know by artists they’ve never heard of. Or…

…stories and songs about the most important things in our lives.

The former results in a station with few listeners. The latter results in a station with the potential to be the most listened to station in town.

The frosty weather this week in Florida (it was 25 in Orlando this morning) gave me a hankering for getting back out on the golf course.

So, I met buddy Charlie to give me a golf lesson. He’s a really good golfer and I’m not, although I do have rather nice looking golf shoes, if I may say so myself. When I arrived at the driving range Charlie quickly handed me off to the golf pro, Lee, with a cynical “he can help you more than I can” quip. In only one hour Lee improved my golf swing significantly.

Forgive me, but this Frost Advisory is part therapy. I’m upset with my favorite restaurant and I need to get it out of my system.

We went out to our favorite Mexican food restaurant last week. I love Mexican food. I grew up in Texas. It’s the law.

“We don’t have that anymore.” The five words no one wants to hear when ordering their favorite dish.

On last week’s show I shared how our format is the most dependent on what happens between the songs for its success. That perspective is rooted in the immutable truth that all formats are defined by one of two things; hits and stars.

Since CCM doesn’t have either (at least to those listeners that are new – the basis of all potential growth – familiarity must be created between the songs. That’s where strategic themes, powerful branding, emotional connection, and compelling talent can transform a radio station’s connect to its fan base.

So, if what happens between the songs is so critical…

If you’ve been eavesdropping on these Frost Advisories over past 800 weeks you’ve likely sensed some reoccurring themes. Hopefully you’ve seen some big ideas that can help transform a station.

Maybe you’ve read some insights on which strategic concepts are vital to success. Candidly, some are ideas that I didn’t fully understand as a novice to the format 25+ years ago. Experience is a great teacher.

This week’s Frost Advisory drills down into one of those key concepts.

The beginning of a new year is a good time to review the basics. For instance, at my church our pastor takes the first two Sundays of each year to restate the purpose and vision of the church. Twice a year may not sound like a timely enough reminder but how many radio station share their purpose AT ALL? Fitness clubs and diet plans often base their marketing on people’s desire to return to the basics and embrace new habits.

A simple truth is that there are only two distinct elements to programming a radio station.

This is my 800th Frost Advisory. It really is a lot of trouble, you know. I hope you feel sorry for me.

I’ve written this blog diligently every week for fifteen years and four months. I did the math. That’s longer than I’ve held any one job. That’s longer than I’ve lived in one city, minus one.

Frost Advisory #1 was prompted by my programming mentor Alan Mason saying bluntly to me, “You should write.”

The Christmas season brings out the best in our format. More people tune in than at any other time of the year, some stations topping a million listeners per week, once unthinkable. A handful go to the top ranking #1 in their market.

Many stations often do the best job of connecting on common values with stories of hope, forgiveness, and fresh starts. Over the last several weeks I have heard some amazing stories and songs.

Is there a connection between Christmas and your station’s strategy? No, I didn’t say Christmas MUSIC. I said Christmas.

I’m told there are more “religious” radio stations in the United States than any other format category. They also say that those religious stations often have fewer listeners than the other format categories. Ouch!

Many Christian radio stations could best be described as “A bunch of stuff all on one station,” consisting of a little of this and a little of that with little connection to the WHY.

From time to time I’ll hear radio stations use the phrase, “music and ministry,” which, ever so subtly, infers that music isn’t ministry. Perhaps that dates to a time that many of us remember that Christian radio stations had long talk blocks, and that music was often considered the “fill” between what was considered the real ministry.

That still is in the conversation as stations discuss the value of playing Christmas music to reach new listeners.