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John Frost

They Love You Because
They Loved Something Else First






I first loved baseball because my dad loved baseball.   In fact, my first game ever was a really big deal—I got to see my baseball hero Mickey Mantle get the first hit in the very first indoor baseball game, at the Astrodome in Houston.  My dad simply said, “You should see this”.  I love classical music because my mother was a professional violinist and shared her love for classical music.  (Do yourself a favor and watch this remarkable video:  I loved watching the high school marching band because my daughter played her saxophone in it.  I have even learned to bowl (not very well) because a dear friend loves bowling.  In fact, he gave me my own bowling ball.  

I love the way Donald Millers says it in “Blue Like Jazz”.  “Sometimes you have to watch somebody love something before you can love it yourself.”  

People love your radio station because they love something else.   In fact, Christian radio is the only music format where people come to it primarily because they love something else.

That one factor has significant impact on how your station can attract new listeners and create greater loyalty with your current listeners.  

Arbitron, the company that produces ratings for radio, says that there are more Christian radio stations in the United States than any other format, and that those stations, combined, have fewer listeners than any other.  The stations with low ratings don’t know what you now know.  

They love you because they loved something else first.  Now you know “the secret” as to how a Christian music station can become a market leader.   

What are you going to do with it?


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.