It’s a question we don’t ask enough. Why do people tune in to our stations, either for the first time or the 500th time? And I’m not just talking about the music.

What point of view do they expect? What lifestyle do our stations reflect?

“What are people hiring you for?” Mark Ramsey asks.

I’m often quizzed about the most common challenge in making good programming decisions. My response? Understanding the difference between CORRELATION and CAUSATION. Particularly as it relates to reacting to ratings.

We added a new jingle package and our ratings went up!

We ran that new promotion and our ratings went down.

The turning of the calendar to September welcomes new seasons in our lives.

It could be college football season. Or pumpkin spice latte season. Or back to school season.

And, of course, there is the political season. One that can seemingly bring out the worst in us. Even with our friends.

I recently went to a concert by an artist I really enjoy. I walked away disappointed.

Compare that to the first concert I went to after COVID. This was a group I had never seen before and they performed only covers from another era. The show was an absolute blast.

You might be thinking that the difference was the music. Nope, both concerts featured music I know and enjoy.

I knew it would take me longer to get there but I really didn’t mind. The streets around my house would be lined with cars either moving at the posted 25 MPH speed limit, or not at all. But that was okay.

I knew Miss Shirley would be there at the crosswalk, the cheery octogenarian who last year tripped at a shopping mall and knocked out her front teeth. We didn’t see her for many months but every day the school children would ask, “How’s Miss Shirley?”

We make decisions every day. The question is how we make good decisions based upon our limited experiences, biases, social styles, and relationships? (There are probably more but I ran out of ink).

“Few decisions are simple. In fact, simple decisions are better called choices. All decisions cut us off, separate us, from nearly infinite options as we select just one single path. And every decision we make earns us the favor of some and the disfavor of others.”

Dan B. Allender, Ph.D, “Leading with a Limp: Turning your Struggles into Strengths”

This one will get me in trouble.

But I’m okay with that.

Almost always the question we are discussing is not the question at all. Rather, it’s a glimpse into something more significant.

Example:

I’m surprised at how often I hear this conversation.

“That’s a lot of work.”

“It’s not in the budget.”

“I don’t have the time.”

Creating bad radio is easy. Just listen up and down the radio dial.

This Frost Advisory is a personal tirade. I’ll apologize in advance.

Now lazy disc jockeys have another excuse to be lazy.

I was recently listening to a very well known radio station when I heard the talent talk about Facebook – for three consecutive breaks.

This week I’m jumping on a big airplane to share some nifty ideas with a group of your CCM radio sisters and brothers. In case you weren’t invited, I’ll give you a tease.

A while back I was trying to hire a major market pro to do the morning show in a really big market with very tall buildings. Although we had never worked together directly I did trick him into being the image voice for a bunch of my stations.