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).

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.

Let’s make this simple.

A music radio station has in its most basic form just two components – 1) the music, and 2) everything else. Music is designed to do one thing. Everything else is designed for something else.

That something else is to connect to what’s happening NOW in the listener’s life, something the music isn’t designed to do.

No one has ever walked into a restaurant and asked, “How many different menu items do you have?”

But every day a customer asks, “What do you like here?” Every day a waiter says, “It’s one of our favorites.”

If I really wanted to impress you I would talk about the reticular area of the brain. That’s the reason you can hear a song that you haven’t heard in years and sing along with every word.

On last week’s show I shared what an exhausting emotional week it was for me and several dozen of my teammates. As you’ve heard, Salem sold its seven Contemporary Christian music stations to EMF in one fell swoop. A huge industry story for sure but very personal to me and my teammates impacted.

My relationship with Salem goes back 24 years when I was invited into the team to launch The Fish stations in Chicago, Cleveland, and Sacramento.