Comfort is Job #1

In the midst of the current crisis, anxiety is running high. Fear is the go-to emotion. Togetherness in any real sense is literally against the rules in many places.

So what are people looking for?

It’s no longer enough to be uplifting or encouraging or positive. Now you have to be something else: You have to be comforting.

Every Christian broadcaster should do a “comfort audit” of their on-air content. “What are we doing to make our audience more comfortable?”

You’ve probably heard that the Hallmark channel has brought back Christmas movies in special weekend marathons. Even commercial radio stations are following suit on a limited basis. Christmas is, among other things, the ultimate season of comfort. Hallmark even uses the term in their promos.

Many stations are focusing on what to do with kids during this crisis, but the greatest opportunity for your station to be of service right now is not to be a family activity planner. It’s not to remind people how to stay safe – they hear that from every corner. The greatest opportunity – indeed, the greatest need – is to help your listeners feel better. To calm them down. To help them relax. To bring them comfort.

That means tending to their bodies, their minds, AND their spirit. 

How can your station help your listeners take care of themselves now? How can you help to relax them? What services can you provide via your websites or podcasts that can help them calm down (I’d love a station-sponsored meditation, wouldn’t you?). What can you do to help your listeners connect with each other virtually? How many of you have done online events with your air talent to touch listeners “personally”?

The opportunities are endless and the need is severe. Christian radio is in an ideal position to bring the comfort that so many listeners desperately want and to bring it to them now.


Mark Ramsey is president of Mark Ramsey Media, strategic research provider to many Christian music stations including K-LOVE, AIR1, KLTY/Dallas, WPOZ/Orlando, KTIS/Minneapolis, and many others. More information about his services is at Sign up for FAITHBRIGHT, his weekly email of smart and actionable ideas for Christian broadcasters here: Reach him at 858-485-6372 or

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