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I’ve discovered that there are really
just three basic types of Christian radio stations.
The vast major of stations merely occupy a spot of the dial. Their
genesis may have coincided with a preacher, or a college president,
of the head of a denomination, or a trustee being handed a radio
station and having to decide what to do with it. The operation of
these stations is often viewed as an extension of something else,
like a college, rather than as a unique medium of radio with its own
inherent strengths. Often these stations are programmed more like
television than radio stations and “churn” their audiences every
time a new program comes on the air. These stations are often run
by people who rarely talk seriously about how to reach more people.
One author refers to this as having passion for doing the project
but not having passion for spreading the message. The most obvious
symptom I’ve noticed of this kind of station is employees that don’t
even listen to it.
The next kind of radio station has a sense of direction or purpose,
but they apply it mostly when it is convenient and affordable.
This kind of station has a few resources, such as ratings data,
research information or outside expertise, but will willingly
discard if the price is deemed too steep. This kind of station
still has several programming elements “that won’t hurt you”,
which, of course, always hurts you in building loyalty and
accomplishing mission. Despite some level of growth this station
is reluctant to invest in more resources for growth---marketing,
more compelling talent, research---because they view their “success”
in light of how bad it used to be. It is just this kind of
business/ministry/radio station that Jim Collins addresses in his
book, “Good to Great” when he says “good is the enemy of great”.
“The vast majority of companies never become great, precisely
because the vast majority become quite good—and that is their main
problem.”
The third kind of station is always refining, reinventing itself and
seeking ways to better serve its mission. My friend Jim (not his
real name) is the head guy at such a station. He’s always wanting
to improve programming, marketing, and research and challenges those
around him to anticipate and plan for the future of Christian
radio/media. He may occasionally irritate those who would rest on
station’s accomplishments, but leaders lead and followers follow.
Interestingly, that clarity tends to attract those with vision, as
well.
Don’t worry if you see your station described in one of the first
two categories. The fact that you’ve read this far in a
programming tip that didn’t include a funny cartoon indicates that
you care about the impact of your station. If you’re a program
director choose every song, every promotion, and every image
campaign as though it might be the very first time someone listened
to your station. If you are an air talent prepare like you would if
the consultant was listening and make very break of value to the
listener. If you’re a station manager look for ways to encourage
your people, and ask your programming team if there are tools or
resources you can give them to make your station more effective in
serving your listeners.
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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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