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.

Our format is foundationally based on values. It attracts people that share those values, both listeners and staff. In visiting a station I often observe how we come from different places and backgrounds but we’re all in the same room at the same time because of shared values.

The great irony then is that too few stations communicate shared values and vision with their listeners. Stations are more likely to message the attributes of the music itself (positive, encouraging, uplifting) which are generic to any station playing the music than message something unique and preferable to their own brand, a more important factor in markets with multiple CCM stations.

It’s the difference between being a commodity and being a brand.

This may be the simplest Frost Advisory you’ve ever read. But simplest doesn’t mean easiest.

I’ve learned that every bad radio station has three things in common:

1. They take too long to do stuff
2. The stuff they do isn’t very interesting or meaningful
3. They take too long to do stuff

In the previous two Frost Advisories (here and here) I’ve shared key challenges of a station in our format becoming a market leader.

1. Our format doesn’t inherently have the basic foundation for success that almost every other format does. Notably hits and stars.
2. Most Christian music stations are nothing more than a commodity. While the words positive, encouraging, and uplifting are authentic benefits of the music they are inherent TO the format. In other words, any station that plays the music can be described with these words. A true brand must develop concepts that transcend the format, particularly in the markets where multiple stations play the same music.

On last week’s show I began with a lofty premise: “If you’re a new programmer or new to the format this maybe the most important Frost Advisory you’ll ever read.” (Do you have to use quotation marks if you’re quoting yourself?)

I went on to say that our CCM format doesn’t inherently have the basic foundation for success that almost every other format does. Notably 1) hits, and 2) stars. (I had a similar challenge when programming Smooth Jazz. We overcame that challenge to reach top 4 in Adults 25-54, thank you very much).