If you’ve been reading my Frost Advisories these last 646 weeks you probably know that I believe it is important that a station demonstrate its “Beliefs and Values” position in a meaningful way. It is what I call “putting your flag in the ground.” Neil Armstrong and Buzz Aldrin did that to symbolize that America was first on the moon. And we’ve never forgotten it.

The first Christian music station I ever launched over 20 years ago was in Jacksonville, Florida. It was called “The Promise.” Now in its third incarnation that station still regularly recites its flag in the ground: “The Promise promise.”

You may think that what I share next is about “The Free Press.” Well, it’s not. But it is.

Their flag is in the ground. Readers know why they exist and what to expect. This is what they’ve just released to their readers:

“Our Promise to You in 2023

An immense thank you to those who got us here. And our pledge for the new year.

The Free Press is a media company built on the ideals that were once the bedrock of great American journalism: honesty, doggedness, and fierce independence… And we don’t allow ideology to stand in the way of searching for the truth.

A free press for free people.

If that sounds like a mission you believe in – if you value what we’ve been doing and want us to compete with the biggest outlets in the world – please consider becoming a paid subscriber in 2023.”

If you’ve never put your flag in the ground as to your station’s WHY, you might consider re-reading The Free Press’ brilliantly written position.

Seems to me that if there is ANY format that ought to put its flag in the ground it is the CCM format.

“People don’t buy what you do; they buy why you do it. And what you do simply proves what you believe.”

Simon Sinek

Now, don’t get me wrong. I am not suggesting that stations should have less playtime and laughter. Those can be key ways friendships are formed, don’tcha know.

But if that’s all you do then that’s all you are. Then your station is no different than the stations up and down the dial.

“Our greatest fear should not be of failure but of succeeding at things in life that don’t really matter.”

Francis Chan