The Christian Radio Homepage

HisAir.Net
column archive

 

 

 

 

 

 

 

John Frost
Goodratings

You don't have to listen long before,
 you know you don't want to listen

 

 

                                

I prefer some music on in the background during dinner in the evening.  My wife doesn’t.   So we compromise.  She gets the choose the music on any day that ends with any of 25 letters in the alphabet.  I get to choose on any day ending in a “y”.

 
 
On the days it’s my turn we’ll sit down to dinner and I’ll Inevitably turn on DIRECTV’s Sonic Tap channel 851, their version of smooth jazz, of which we’re both fans.  Within just a song or two we’ll inevitably look at each other with that “WOULD YOU PLEASE TURN THE CHANNEL?” look on our faces.   Now understand, we’re both fans of the music.  We actually WANT to listen to this channel.  I worked for many years in the smooth jazz format, I’ve been on a Caribbean cruise with the artists, (yes, I’ve seen Richard Elliot in a Speedo!), and I’m all too familiar with how to program the format successfully.   


 
But the some of the music we hear on Channel 851 is so void of any structure or melody it reminds me of what my old boss Al Brady Law at The Oasis in Dallas called, “improvisational whaling.”   Their selection in music makes it almost impossible to listen for very long, even if you’re a fan.  


 
 What’s this have to do with your station?
 
 People want to love your station.   If programmed correctly, your Christian music station is already about the things your listeners care about most.   Even if you have an abbreviated signal, or you’re on the non-commercial end of the radio dial down with the public broadcasting and Spanish stations, people will seek you out.   People WANT TO LOVE YOUR STATION.  
 
 What if the success of your station isn’t just about attracting more listeners?  What if your station’s success was just as much about not chasing them away?



 


 

John is a partner in Goodratings Strategic Services, and has been a successful major market disc jockey and program director for such companies as CBS, Cap Cities, Westinghouse, Sandusky, Gannett, and Alliance during his 38 year broadcast career.  John joined Goodratings’ partner Alan Mason in 1999.