It seemed an innocent enough question. My new friend Randy had just become the program director of an already successful Christian music station that I reckon you’ve heard of.

One day over fajitas and guacamole he turns to me and asks, “What is most important for me to know about having 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 to a broader audience than just those that already know and love the music. Kind of like how those who watch the Super Bowl aren’t necessarily the same sort that watch a Titans-Browns’ game on a Sunday afternoon in September.

I created the fancy chart above to help guide you to a broader perspective. (See Frost Advisory #758 – How To Become A Market Leader, Part 2 of 3).

Most stations don’t understand this. Most program directors have never thought about it. Most stations have less than a three share.

I regularly visit stations where this fancy graphic indicating the phases of audience growth is prominently displayed in the control room or program director’s office. You may wish to consider posting if you are wanting to grow your listenership.

You’ll thank me later.