Frost Advisory #475 – What Does Your Station Own?

Your radio station didn’t create the music; the artists, composers, and producers did.

Your radio station didn’t distribute the music; the record company, the music store, or iTunes did.

If you base your station’s success on things that aren’t yours to begin with, you’re in for a bumpy ride unless you have no competitor.

“There are countless factories vying to sell generic products to the companies that own the customer relationship. Perhaps 90% (sometimes 100%) of the profit goes to companies that make the sale, not the ones who actually made the product.”

Seth Godin

So, what does your station own?

You own the design; the way things are things are weaved together for a unique purpose. We call it “the brand.” Think Amazon.

You own the attitude, the point of view, the reflection of the lifestyle. Think Harley-Davidson.

You own the vision; the purpose, the desire to have an impact and help transform lives. Think Tom’s Shoes.

Each is a pillar for creating community; a group of people with shared values and experiences. Think the Green Bay Packers, the St. Louis Cardinals, the Green Party, and Bill Gaither.

I’ve found that most Christian music stations count on their success coming from things they didn’t create; things available to any station.

Then K-Love comes to town.

Good luck with that.

Inspired by Seth Godin’s blog “The relationship with the customer”

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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