Just recently, I heard a female air talent say, “Make it part of your mission to share the station with a friend.”

My “mission?” Why do you assume that I have one? What if I just tuned you in for the first time? What if I’ve never heard this format before? Who are you talking to?

If you’re not considering that THIS break may be the first one that someone hears, you’re not welcoming in anybody. Sure, the most loyal part of your cume will listen, but don’t you want more listeners?

Look, I don’t want you to be less Christian. I want you to be less exclusionary. That’s the lesson for every CCM station that wants to build a HUGE audience.

You might ask, “How do you know?”

Evidence. Having worked with KLTY, KXOJ, Z-88.3, KSBJ, K-LOVE, WAY-FM, various Fish stations, and dozens of other extremely successful stations in this format, I assure you that they’re big for a reason. They’re good neighbors – friends – who are also Christians.

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