Frost Advisory #343 - Why Does Everyone Think Their Radio Station Is Interesting?

by John Frost, Goodratings Strategic Services

Go ahead. Ask them.

Everyone, of course, will say that 'yes' their radio station is interesting.

"Where all the women are strong, all the men are good looking, and all the children are above average."" Garrison Keiller

Then why is it that your own staff, the folks that are supposed to care the most, don't listen at their desks. Why is it that you don't hear the station playing in the hallways? Why are we "the team" not for rooting for our own cause?

The program director of one of the most well-known Christian radio stations in America looked out his office window at the parking lot and said to me, "I don't see one bumper sticker for our station."

If your station is SO interesting why is it that your fanniest of fans listens fewer than 3 days per week? That's half as many times as you go to your mailbox.

Your station really isn't all that interesting, you know. But maybe it can be.

How? We have to bridge the gap. We have to risk taking all that radio stuff we do and connecting it to the listener's life in ways that are meaningful and relevant.

We have to do stuff and say stuff and be stuff that matters.

It's really the only choice we have. Our future success will not come from our mattering less.