It seemed an innocent enough question. My friend Kevin (not his real name) had just become the program director of an already successful Christian music station. One day over fajitas and guacamole he turns to me and asks, “What is most important for me to know about success in this format?”

Two days and numerous servings of chips and salsa later we were still quacking.

His question was a good one. It made me think. It made me want to write some stuff down.

I told him that the most successful stations are designed to appeal beyond just the existing small group of Christian music fans. You may have noticed that people who aren’t necessarily football fans watch the Super Bowl.

It’s that kind of thing. I’m sure that Matthew West is a fine fellow but giving away tickets to his concert doesn’t matter if people don’t know who he is. And no one tuning in for the first time knows who he is.

Most stations don’t understand this. Most stations have less than a three share.

Our conversation continued.