If your radio station went off the air would anyone care?

Recently, a station I work with had some signal problems. The PD told me they were inundated with listeners saying the signal was staticky and difficult to pick up.

I remember being in the control room at KRBC in Abilene, Texas, when a West Texas lightning strike hit our tower. The general manager stuck his head in the studio and said to me, “I want you to announce that we’re off the air.” He could be a little goofy but at least he knew whether we were on the air.

Did you see it too?

Hundreds of millionaire professionals willingly gave up a tool of their trade and replaced it with something that on any other day, in any other circumstance, would subject them to ridicule and harassment from their co-workers.

They wore pink.

This week I’ve had the unique opportunity to introduce a program director to our format whose background is exclusively in mainstream radio. That was me 23 years ago.

If I only knew then what I know now.

“People are really not coming to see us as much as they are coming to see and hear what we represent to the audience.”

Carole King

Even New Coke had a longer lifespan than CNN+.

Fewer than 10,000 people were watching CNN+ daily. I reckon’ that’s less than your station’s daily cume if you’re in a good sized market.

“What you have to do is offer some original content, unique value or have a significantly important archive of content and CNN+ didn’t offer any of those things. These were total retreads of the same shows you could get for free featuring most of the same people and to the extent that they even had other kinds of documentary content most of those things you could get on other platforms. Just not interesting.”

Michael Moynihan/Matt Welch on The Megan Kelly Show

Okay. Let’s talk about what we can learn from the demise of CNN+.

The folks at Nielsen World Headquarters tell us there are more “religious” radio stations than any other format category. They also say those religious stations have fewer listeners than any other. Gulp!

Having been involved in the CCM format for more than twenty years, I suggest that there is something we can learn from Easter.

A radio station cannot grow unless it is designed to grow. And that requires a different kind of thinking. Strategic thinking.