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John Frost

The concession stands
will close after the seventh inning 





I couldn’t believe what I heard the public address announcer say.  The game was still going on, there were fans still in the ballpark, but they were closing the concession stands!  


What’s next, I thought?  The restrooms will close in the 8th?  


It begins every so subtly.  First, the restaurant limits its hours.  Then it’s closed for lunch.  Then it’s only open four days a week.  


It’s a slippery slope when you start treating your customers like they are not important enough for you to stay open.  


Which daypart do you treat like “no one is listening”?   Overnights?  I know stations that have more listeners overnights than others have during the entire week.  Sunday morning? That may be your greatest opportunity to connect with someone listening for the first time on the way to church.  Saturday night?  

Andy Stanley’s ministry strategically buys television time immediately following Saturday Night Live because they want to reach people on the way home from the bars.  At last check “Your Move” is viewed by over 700,000 people, more than but two Christian radio stations in America.  


Legendary New York Yankee outfielder Joe DiMaggio was once asked why he hustled on plays that had little effect on a game’s outcome or on his team’s standing.  Joe replied, “Because there’s always some kid who may be seeing me for the first time. I owe him my best.”  


Once you stop caring whether anyone is listening, don’t be surprised if others do too.  


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.


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