Frost Advisory #280 – Something Caught My Eye

“You won’t believe what’s in the paper!”, I called out to my wife in the other room.  There it was – on the front page, something that wouldn’t have caught my eye even a day before.

newspaper-relevance

Relevance.  It’s the most important factor in communicating to your tribe.  If they don’t care, if it’s not in their sphere of interests you don’t have a chance of holding their attention because there is no common ground.

“Consumers don’t care about radio per se.  They care about content.  They care about relevance.  And they care about the brands they have grown to love.” Mark Ramsey

Relevance is the common ground on which relationships can grow. In essence, building relationships is what all successful radio stations do.

Consider having monthly brainstorming meetings with your air talent to talk about what’s RELEVANT in your listener’s life.  Yes, our format is about things that are timeless, such as dealing with adversity, forgiveness, nurturing relationships, and our journey of faith.

But there are also things that are relevant because they are today; like back to school, trips to grandma’s for Thanksgiving, and the release of Star Wars.

What is relevant because it always is? What is relevant because it is today?

Air talent that combine relevance (in general) with relevance that is today will be particularly ear-catching.

Oh, by the way, if you have a kid’s birthday party coming up I highly recommend Garden’s Mirasol Park.  We were there just yesterday for our nephew’s party.  It’s the first time I have seen a playground that has workout equipment for the parents.  How cool is that?

Maybe they’ll write about it in the newspaper!

John Frost

About John Frost

John has been a successful major market DJ and PD for such companies as CBS, Gannett, Cap Cities, Westinghouse, Multimedia, and Sandusky and publishes the Frost Advisory.

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