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John Frost

The big tent strategy and the Family brand




Thanks to my friend Mark Ramsey for sharing the fascinating article, “What People Talk about Before They Die”.  My 40 years in radio brain immediately gravitates toward its implications to what we often call the “Big Tent Strategy”.  What if it’s true that a “Family” brand is the broadest entry point for connecting lots and lots and lots of people to your radio station?   “Family is where we first experience love and where we first give it.”  

I’m not talking the Family brand that numerous stations have turned into a mere slogan at the top of the hour.   I’m talking about a real strategy, demonstrated through story and song minute by minute, hour after hour, week after week.


Some highlights:


“People talk to the chaplain about their families because that is how we talk about God.  That is how we talk about the meaning of our lives.  That is how we talk about the big spiritual questions of human existence.

We don't live our lives in our heads, in theology and theories.  We live our lives in our families:  the families we are born into, the families we create, the families we make through the people we choose as friends.

This is where we create our lives, this is where we find meaning, this is where our purpose becomes clear.

Family is where we first experience love and where we first give it.  It's probably the first place we've been hurt by someone we love, and hopefully the place we learn that love can overcome even the most painful rejection.


We don't learn the meaning of our lives by discussing it.  It's not to be found in books or lecture halls or even churches or synagogues or mosques.  It's discovered through these actions of love.


If God is love, and we believe that to be true, then we learn about God when we learn about love. The first, and usually the last, classroom of love is the family.”   

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.