In reaching the milestone of 700th weekly Frost Advisory (polite applause please) and having it coincide with the very first Advisory of the new year I reckon’ I better put together a doozie of a missive ’cause folks are not going to wait for them to get better.

So…

We’ve all done it.

Waiting through the first part of a boring movie. You hope it will get better.

Sitting down at a restaurant. The waiter is slow to come over. Minutes tick by without giving your drink order. You hope it will get better.

In a world of instant gratification, a better choice is only a push of a button or a click of a mouse away.

I’m often asked, “When should we make these changes?” My response, “Why not now?”

Don’t make your listeners wait for your station to get better.

Be good now.

It’s the way all great program directors think.

*After reading this Frost Advisory, tune to your station and evaluate the very next thing you hear. Are your listeners having to wait for your station to be good?