The Christmas season brings out the best in us. More people tune to our stations than at any other time of the year, some stations topping a million listeners per week, once unthinkable in our format.
Many stations do their best job of connecting on common values with stories of hope, forgiveness, and fresh beginnings. Over the last several weeks I have heard some amazing stories and songs.
I heard how Pamela and her daughter were helped to move out of the homeless shelter and start a new life!
I heard Craig’s story of being able to hear for the first time because of a caring surgeon.
I heard the story of the man who decorated his house with Christmas lights knowing that his son wouldn’t live to see Christmas. When his neighbors found out they joined in and decorated their houses months early.
Stories and songs. Consider how these stories resonate just as much with a brand new listener as a station fan.
“There is nothing more powerful than to be able to give something to someone that lets them know they matter. This is the beauty of Christmas. Isn’t it interesting that the day that centers around the coming of Jesus into human history has provoked the greatest movement of generosity and giving the world has ever known? Where Jesus is generosity flows.” Erwin McManus
What can we learn from this?
Our format can be so much more than songs people don’t know by artists they’ve never heard. (Basically what most stations are the rest of the year).
Maybe this New Year we’ll resolve not to settle for radio stations that aren’t interesting enough to even be listened to in our very own hallways (Litmus test #1), but instead to devote ourselves to the hard work of creating radio stations that really, really matter.
It doesn’t matter what we do if what do doesn’t really, really matter.
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. Contact John at email@example.com