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John Frost

They'll Seek You Out





Thereís a story about a guy who was featured in an article in a nearby suburban newspaper.  The day the paper came out he drove to this nearby city in search of that paper.  Since he had never read that particular newspaper he wasnít exactly sure where to go.  He deducted that there would likely be a roadside newspaper vending machine next to the USA Today and the local big city paper.  He figured those newspaper boxes are usually located near government building, post offices, hotels, and the like.  Sure enough the first place he tried, the local post office, did in fact have a box outside with the desired newspaper for sale.  Without hesitation, he dropped his two quarters in the coin slot and retrieved his newspaper of choice.

So what does this little fable about the trek to find the local newspaper have to do with your radio station, you may be asking?  Simple.  If your station is relevant and meaningful to your listenersí lives, they will seek you out.  There was only one reason the fellow in this story went looking for a newspaper.  It was because HE was in it.

When your station becomes the most relevant radio station on the dial to the people youíre trying to attract, they will begin to seek you out.  Iím not saying that marketing your station isnít important, but many times we can create awareness simply by being a radio station that people actually want to be aware of.

Listen to your radio today for one hour.  What do you hear that is so meaningful to your listenersí lives that they would be willing to seek you out again, to tell their friends, and to listen to your station as much as they can when they desire what your station delivers.  

Oh, and another thing.  Iíd like to thank my friend Tyler for the very nice article about me in the local newspaper.   


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 Goodratingsí partner Alan Mason in 1999.