I’ve heard of an author that is willing to sit and watch his books go unsold because apparently for him that is better than changing the essence of what he’s written.

Seth Godin in his book “Linchpin” points out the author’s passion is for his craft, but has no real passion for spreading his ideas. “And if his ideas don’t spread, no gift is received. When an artist stops work before his art is received, his work is unfulfilled.”

These concepts are paradoxical.

In order to be true to your art, you must sacrifice the part of it that hinders the spread of your art. It’s intriguing to me to consider these two factors – the passion for creating the “art” and the passion for spreading the “art” – as distinct concepts.

Programming a radio station is an art. The specific form of that art and the talents of the artist have profound impact on its effectiveness.

There are stations that seldom invest in the spreading of their art. They may nod to The Great Commission but then continue to operate their stations so that 98% of the population doesn’t know they exist.

What is the value of a pulpit with no one in the pews? Why even have a mass medium if there is no mass?

I know a few Christian broadcasters are passionate about the spreading of the message, and constantly evaluate all tools – whether it be music, air talent, marketing campaigns, research studies, or local events – that can make the spreading of the message more effective and widespread.

How often do we truly evaluate the factors that hinder the spreading of our art and therefore the message? Becoming passionate about spreading the message, not just the message itself, can transform your radio station’s success.