On last week’s show I took to the driving range on what CCM programmers can learn from The Masters.

My co-author Tommy Kramer lofted the first drive reflecting on the name itself, The Masters, asking if your station’s name and imaging are ‘something that defines a different level, an ideal, like the Masters? ONE WORD can stand out among all others.’

In watching this remarkable tournament, I realized that the Masters isn’t about mere golf at all, like your radio station isn’t about the mere songs, artists, tours, deejays, and contests. Each is about something more meaningful.

Rarely do I watch hours and hours of a sporting event of a sport that I rarely watch. (My grammar checker just blew a gasket over that sentence).

Rory McIlroy is now a part of my sports vocabulary. Frankly, so is Harry Diamond. And maybe that’s the point.

Church people know this. There are two times in the year where churches can expect a lot of visitors. In fact my church this Easter had four services in the morning, twice as many as a typical weekend. That’s because Christmas and Easter are more familiar holidays to the masses, often based upon family traditions and activities.

The programming lesson we can learn is nothing short of transformational; familiarity is preference.

“The most listened to Christian radio station in America.”

My first day in the station I suggested that they eliminate that positioning line. In our format, EGO is counterproductive. Humility is a virtue. Serving others is a primary value.

Inside thinking is the default of every station, because we’re all inside!

A television station in my town has marketing campaign based on their 25 years on the air. It includes various notables of their network congratulating them and lauding that they are “the best station in town!” One network celebrity (whose initials are Jimmy Fallon) says, “it’s the best station in town, and the best station in any town.” I’M NOT MAKING THIS UP, as Dave Barry would say.

It seemed an innocent enough question. My new friend Randy had just become the program director of an already successful Christian music station that I reckon you’ve heard of.

One day over fajitas and guacamole he turns to me and asks, “What is most important for me to know about having success in this format?” Two days and numerous servings of chips and salsa later we were still quacking.

Our format is foundationally based on values. It attracts people that share those values, both listeners and staff. In visiting a station I often observe how we come from different places and backgrounds but we’re all in the same room at the same time because of shared values.

The great irony then is that too few stations communicate shared values and vision with their listeners. Stations are more likely to message the attributes of the music itself (positive, encouraging, uplifting) which are generic to any station playing the music than message something unique and preferable to their own brand, a more important factor in markets with multiple CCM stations.

It’s the difference between being a commodity and being a brand.

This may be the simplest Frost Advisory you’ve ever read. But simplest doesn’t mean easiest.

I’ve learned that every bad radio station has three things in common:

1. They take too long to do stuff
2. The stuff they do isn’t very interesting or meaningful
3. They take too long to do stuff

In the previous two Frost Advisories (here and here) I’ve shared key challenges of a station in our format becoming a market leader.

1. Our format doesn’t inherently have the basic foundation for success that almost every other format does. Notably hits and stars.
2. Most Christian music stations are nothing more than a commodity. While the words positive, encouraging, and uplifting are authentic benefits of the music they are inherent TO the format. In other words, any station that plays the music can be described with these words. A true brand must develop concepts that transcend the format, particularly in the markets where multiple stations play the same music.

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.