Frost Advisory #284 – Just Take It Away

When they asked Michelangelo how he made his statue of David he is reported to have said, “It was easy.  I just took away everything that didn’t look like David.”

That profound simplicity is one way to approach programming your radio station.

If people come to your station for encouragement just take away the stuff that isn’t.  Then while you’re at it… just take away songs listeners don’t love; just take away everything that isn’t relevant and meaningful to their lives; just take away everything that isn’t friendly and welcoming.

“…anticipate and answer your customer’s unspoken questions.  Don’t blather on about the things you wish they cared about – even if those are the things the customer really ought to care about – until you’ve first answered the question that’s on their mind.”  Roy Williams

That involves knowing why they tune to your station in the first place.

So… go do that.  And take everything else away.


John Frost

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

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