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.

How many engineers does it take to change a light bulb?

Answer: It can’t be done.

Tacky, because I love engineers. And I don’t want them breaking my computer.

But it is a good point of reference for this week’s Frost Advisory.

How does a CCM station become a market leader?

Answer: It can’t be done.*

I’ve programmed almost every format there is, from ones with no music at all, to those where there are songs but no one singing.

But CCM is the only format I’ve ever done where you begin with no hits and no stars. One could argue that hits and stars is the baseline definition of a real format.

Now, don’t get me wrong. We on the inside know how remarkable CCM music is. Life-changing even.

But those on the outside don’t know. And new listeners don’t know. And they are the secret ingredient to a station becoming a market leader.

*But we know it has been done. What do market leading stations know that others don’t? That’s a tease for next week’s Frost Advisory.

(Polite applause. Curtain comes down.).