When my girls were small they used to love having their daddy read them “Big Dog, Little Dog”, the story of two dogs that are opposite in every way but also the best of friends.

Big dog, little dog can apply to radio stations, as well. Big stations are that way for a reason. But so are little stations.

I’m often asked why many Christian music radio stations don’t have larger audiences. The answer in almost every case is because they are designed for small audiences. And many times they don’t even realize it.

There are examples in almost every format.

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Last week in a Frost Advisory cleverly titled “We are Fam-i-ly, Part One” I shared how the need to belong is built into us. With every “I’m a proud parent…” bumper sticker, posting of a political statement on Facebook, wearing the colors of our alma mater, or championing our favorite radio station, people desire to show others they belong to something important.

My Pyromarketing friend Greg Stielstra shares this story. Continue reading →

In 1979 Sister Sledge’s “We are Family” became the anthem for the Pittsburgh Pirates, a team that symbolized the hope of a northeast industrial city facing economic hardship.

We are family
I got all my sisters with me
We are family
Get up ev’rybody and sing
Ev’ryone can see we’re together
As we walk on by
(FLY!) and we fly just like birds of a feather
I won’t tell no lie
(ALL!) all of the people around us they say
Can they be that close
Just let me state for the record
We’re giving love in a family dose

This season Pirates’ fans gather to watch their first winning team in over 20 years. But this scene is different. Yes, the stands are filled with fans wearing team colors, chanting in unison, and supporting their heroes on the field, but the difference in this setting is there was no team on the field.

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Quick. Name a Christian character on TV.

Let’s see, there’s Angela Martin on The Office who is depicted (as one website suggests) “as a holier-than-thou crazy cat-lady of the office, Angela, only finds pleasure in books like The Purpose Driven Life and people like Harry Connick, Jr. ”

In an episode of Seinfeld, Elaine worries that her boyfriend may be religious after finding Christian stations set on his rental car radio. The episode ends with her boyfriend confirming that he is religious and is not concerned that Elaine is not, because he is “not the one going to Hell.”

Then there is the great theologian Homer Simpson, who has described his religion as “you know, the one with all the well-meaning rules that don’t work in real life. Uh, Christianity.”

Sometimes the examples of not-normal people are even more extreme watching the Christian television with preachers with funny hair, women with heavy eye shadow weeping, or people falling down in the aisles during a healing service while others scream in amazement. Andy Andrews jokes that many people don’t want to go to heaven because they think it will be too much like church.

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I’ve heard some daffy things this week.

I’ve heard we should play less of a certain sound because it is too popular. Real answer—popular is good, not bad. Don’t run from things that aren’t chasing you.

I’ve heard we should take note of the styles of music our competitors play (like country and AC) when we choose which new songs to play. Real answer-listeners come to different formats for different reasons.

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I heard someone play the violin this morning. I love the violin. I love the violin not for the reason most people do. I love the violin because my mom played the violin.

Donald Miller says, “Sometimes you have to watch somebody love something before you can love it yourself. It is if they are showing you the way.”

Consider how much your station connects with the things your listener loves the most.

What ways does your station demonstrate that you love her family?

What ways does your station demonstrate that you love her community?

What ways does your station demonstrates that you love and encourage her faith?

Notice I didn’t say your faith, or your ownership’s faith. I said her faith. Successful stations meet their listeners where they are and then provide a context in which to move listeners into a deeper relationship so that the station accomplishes its purpose.

As I approach my 40th anniversary in radio I’ve been privileged to work with dozens and dozens of people much smarter and talented who have generously poured themselves into me.

This week’s programming tip is a result of taking those influences to discern the decision making dynamics at dozens of Contemporary Christian radio stations over the last decade.

I’ve worked with radio stations that have become award winning in the industry, and I’ve worked with stations that have been a short blip on the screen. (Anyone remember Shine 97.7 in Albuquerque? I didn’t think so).

This week’s tip isn’t about the music you play, the disc jockeys you hire, or how much marketing and research a station has. This tip is about how trust is developed, and its impact on a station’s progress.

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