Frost Advisory #355 – A Programming Lesson From Opening Day

Baseball fans get mushy about this kind of thing.  “Why Time Begins on Opening Day” is actually the actual name of an actual baseball book.  Best seller, don’tcha know.

It’s that ‘winter is over’ thing.  It’s that ‘hope springs eternal’ thing.  It’s that ‘we’re all young again’ thing.

“You look forward to it like a birthday party when you’re a kid.  You think something wonderful is going to happen.”
~Joe DiMaggio

There is a programming lesson for us here.

Ballparks on Opening Day are filled with people who may not attend another game all season.  The ceremonies include the introduction of players, the first pitch by a local politician, and a humongous American flag held up by the Boy Scouts or Junior ROTC.  In other words, one doesn’t have to know anything about baseball to have a good time.

Today is Opening Day for your station – for someone.  Most listening don’t know any more about your station than those Opening Day fans know about the ballplayers.

Andy Stanley poses three ideas that I think every radio station should ponder:

  1. Assume guests are in the room.
  2. What do they hear?
  3. What do they experience?

My friend Brant Hansen thinks about stuff like this.  That’s why he’s created a video and online guide for new listeners.  He wants to make it easier for a new listener to become a fan.

Time may begin on Opening Day, but what teams really want is for fans to come back again and again.

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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