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, a click of a mouse, or an “Alexa” voice command away.

I’m often asked…

“How soon should we implement this improvement?”

“When should we begin this new promotion?”

“How soon should we launch the new morning show?”

“When should we start the new marketing campaign?”

“How soon should we implement the new music test?”

My answer is inevitably make your station better now. Don’t make your listeners wait for your station to be good.

Be good right now.

(This is particularly important in PPM markets, where changes in listener behavior can be measured as quickly as you can attach a PPM meter to your pet’s collar. A Frost Advisory for another day.)

The disciple of be good right now is not just a pithy notion, it’s the way all great program directors and air talent train themselves to think.

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