It’s the question I ask of every air talent somewhere in the coaching process.

And it’s not because I want them to talk about themselves. It’s because I want them to relate to their listeners as real human beings, not as deejays just sharing information.

The more human you are the more people will relate to you.

Jeepers! The fact that there are even 621 of these Frost Advisories (every week for pert near a dozen years) might suggest that there is a lot to this programming stuff. I reckon’ that’s so, and I love discussing higher concepts with smart people, but I also know there are some simple truths.

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

The celebration of our nation’s 246st birthday is a powerful lesson of focus, common ground, and emotion.

Over the last several decades in my other life, I’ve served as a semi-professional public address announcer for major league spring training and minor league baseball. That’s lots and lots and lots of dizzy bat races, seventh inning stretches, and National Anthem performances.

Do you know what I enjoy most? It’s when my voice is the cue for veterans and active service members to rise and be acknowledged for their sacrifice for our country. There is no applause that is louder.

What does that mean for your radio station?

A recent conversation with a program director new to the format reminded me of an idea that I wished I had understood two decades ago coming from a world of mainstream radio.  

People don’t tune to your station because of what YOU are, they tune to your station because of who THEY are.

“Sometimes you have to watch somebody love something before you can love it yourself.”

Donald Miller, “Blue Like Jazz”

Sir Paul McCartney has just had his 80th birthday! And he celebrated by doing what he loves; touring and playing music like he’s done for more than 60 of those 80 years.

If it seems curious that a Frost Advisory would be about a Rock and Roll Hall of Famer becoming an octogenarian, stick with me.

In my travels I’ve found almost all discussions about programming revolve around things close to us; the music and deejays, the promotions and contests, the clocks and service elements. While these elements are important to the station’s design, they are not transformative. Why? Because those things are all about us. And the closer things are to us the more important they seem. To us.

The great brands (and stations) go beyond the nuts and bolts of design and reach into their listeners’ lives.

As a follow up to this year’s Momentum, my friend Joe Paulo shared a video with every member of the newly formed Hope Media Group communicating the vision for the organization moving forward “while the ink is literally still drying on the merger.”

Joe cited the perspective of ten years ago when no one could have imagined a merger between then KSBJ-centered ministries in Houston and the WAY-FM ministries of Nashville and Colorado Springs.

While citing specific metrics the organization will be using to measure growth and impact, Joe was careful to qualify, “It’s going to be in ways that we don’t even know today because we get to create…”

Memorial Day is often considered the official kick off to summer. But more importantly it is a time set aside to remember those who gave their lives for our country.

Perhaps this time of remembrance is a good time for us to reflect on how we hope our stations will be remembered.

I climbed inside in my rental car, threw my toys in the back seat and looked around for the key as I had done dozens of times before. I looked on the dashboard, between the seats, and above the sun visor but found no key. I looked on the floorboard, in the glove compartment, and in the side pockets.  No key.  

So with another traveling inconvenience “hrmph” I grabbed my stuff and headed back to the rental car office to give the innocent desk agent a piece of my mind.  “May I help you?.” “Yes,” I said, “I’ve just walked all the way out to my rental car and there is no key.” She looked at my contract and said, “Mr. Frost, your car is KEY-LESS.”

If your radio station went off the air would anyone care?

Recently, a station I work with had some signal problems. The PD told me they were inundated with listeners saying the signal was staticky and difficult to pick up.

I remember being in the control room at KRBC in Abilene, Texas, when a West Texas lightning strike hit our tower. The general manager stuck his head in the studio and said to me, “I want you to announce that we’re off the air.” He could be a little goofy but at least he knew whether we were on the air.