On last week’s show I began with a lofty premise: “If you’re a new programmer or new to the format this maybe the most important Frost Advisory you’ll ever read.” (Do you have to use quotation marks if you’re quoting yourself?)

I went on to say that our CCM format doesn’t inherently have the basic foundation for success that almost every other format does. Notably 1) hits, and 2) stars. (I had a similar challenge when programming Smooth Jazz. We overcame that challenge to reach top 4 in Adults 25-54, thank you very much).

If you’re a new programmer or new to the format this may be the most important Frost Advisory you’ll ever read.

If you’re a general manager this may be the best reference point for productive conversations with your program director about the station’s direction.

A few years ago this tacky joke was going around.

Let’s make this simple.

A music radio station has in its most basic form just two components – 1) the music, and 2) everything else. Music is designed to do one thing. Everything else is designed for something else.

That something else is to connect to what’s happening NOW in the listener’s life, something the music isn’t designed to do.

No one has ever walked into a restaurant and asked, “How many different menu items do you have?”

But every day a customer asks, “What do you like here?” Every day a waiter says, “It’s one of our favorites.”

If I really wanted to impress you I would talk about the reticular area of the brain. That’s the reason you can hear a song that you haven’t heard in years and sing along with every word.

On last week’s show I shared what an exhausting emotional week it was for me and several dozen of my teammates. As you’ve heard, Salem sold its seven Contemporary Christian music stations to EMF in one fell swoop. A huge industry story for sure but very personal to me and my teammates impacted.

My relationship with Salem goes back 24 years when I was invited into the team to launch The Fish stations in Chicago, Cleveland, and Sacramento.

This has never happened to me before, I must confess.

For someone that has spent 5 decades plus doing this thing we love called radio I reckon’ that’s saying somethin’.

It’s been an exhaustingly emotional week for me and several dozen of my teammates. Our industry has been abuzz over the news that Salem was selling its seven Contemporary Christian music stations to EMF in one fell swoop. A huge industry story for sure but very personal to me and dozens of my teammates whose lives are impacted.

A decade ago friends and former co-workers joined together to celebrate the life of the greatest leader I’ve ever known. If you’ve every hung around me or Alan Mason or Tommy Kramer for very long you’ve heard us bring up the name of Bud Paxson. There’s a reason for that.

Oh, the irony! In a format all about belief, few CCM stations ever declare what they believe.

As a result most stations are simply a commodity rather than a distinctive brand.

If your station is known simply for the characteristics inherent in the music you play, you don’t have a brand. Your station is not distinct from nor preferable to other stations that play the same music.

Having spent more than twenty years working with radio stations in Southern California it is frightening to watch the wildfires destroy homes, neighborhoods, and lives. From Santa Monica to Pacific Palisades to the beautiful drive up through Malibu on the Pacific Coast Highway I react with the perspective that I’ve been there and have friends there.

A reminder: the recent wildfires in Southern California show us that with every event heroes emerge.

I reckon’ the most common New Year’s resolutions are about losing weight, quitting smoking, and getting more exercise.

What if we took those three ideas and applied them to our radio stations?