“We thought that we had the answers, it was the questions we had wrong.” – Bono
I’ve been reading some interesting comments and observations lately that brought me to a thought: Are we asking the right questions?
Even though this is going to take more than a minute, let’s start with the question of why people like to ask that question and draw the inference that it means a larger playlist. Let’s understand what “variety” means to a listener.
First, you have to remember this is a question that always has the same answer as, “Would you like to have more money? Or more health? Or more happiness? More time with your kids? Or more upbeat music?
The answer is always yes.
Alright, done deal. Let’s get my favorite bands, “Hercules and the Chicken Fat People” back on the air!
But that’s not what they’re saying, it’s just what we want to hear. My experience is that they’re thinking “More variety of myfavorite songs.” Not your favorite songs, or my friends’ favorite songs and not even everybody’s favorite songs. Theirfavorite songs.
The challenge is that “everyone” seems to have 200-250 songs in common. After that the glue that holds an audience together – consensus songs – begins to break down.
John Frost and I were once working with a station that was having huge complaints about music repetition. I read some of the comments, and noticed some of the complaints were about current songs. So, we recommended that to reduce the complaints about repetition they should cut their playlist. You can imagine the look on their faces.
So, we did a music test, and found the 200-250 songs their listeners in their market loved…and cut the playlist. And complaints dropped dramatically. What listeners were really saying was that there were certain songs they didn’t like, so playing them once or twice was too much repetition. They never complained about “I Can Only Imagine”.
Which reminds me of those great older songs you never hear on the radio. The format’s been around since the 70’s. Listenership grew dynamically from 2000 up, so all those 70’s 80’s and 90’s songs are poorly produced unfamiliar songs compared to the favorites.
If you’ve ever been to a Christian radio test you’ve noticed the listeners rarely rate a song in the hate or dislike range. They’re just not going to give a thumbs down to a song about Christ. So, they rate it in the middle, where neutral and lack of emotion lives, proof of our theory that when it comes to our music, the opposite of love isn’t hate, it’s indifference.
Which effectively means adding all that variety reduces the passion for the station. Which is rarely the goal. So, the answer to more variety lies in your music testing…and being OK with playing the music your listeners love.
With over forty years of experience in radio management, Alan has a passion for people. He’s been influential in several formats, including Smooth Jazz and Contemporary Christian. Most recently, he served as President for Educational Media Foundation.
The team at 94.9 KLTY has served the Dallas/Fort Worth community for over 35 years. In 2020, the need was never greater. Through their local campaigns, Christmas Wish and Speak Love, they were able to assist many families who were impacted by not only the pandemic, but by hard times in general. The Speak Lovecampaign helped first responders, teachers, servers, food service staff, and many more within the community throughout the year. In 2020 94.9 KLTY’s Christmas Wish campaign brought Christmas joy to hundreds of families in the DFW area. They provided vehicles, food, toys, and other forms of relief to families in their community. They could not have reached any of these needs if not for their listeners and their generous donations to 94.9 KLTY’s nonprofit programs. In total, Speak Love and Christmas Wish raised more than $160,000 for those in need in Dallas/Fort Worth. They also recognized those sacrificial front-line workers and first responders who keep our community safe. Each week, 94.9 KLTY honored them, raised funds throughout the summer, and then presented each first responder with a check as a token of their gratitude. With countless families in need because of the pandemic, 94.9 KLTY also helped the Tarrant Area Food Bank distribute food essentials on multiple occasions in September, October, November. It is 94.9 KLTY’s sincere honor to serve our listeners in Dallas/Fort Worth.
LIFE 96.5 seeks to empower and serve the Sioux Falls area by reaching out in faith to help make it a better place to live and work. They want to lead their listeners to Jesus and help them grow in their faith through opportunities to love and serve others. In January 2020, LIFE 96.5 listeners donated over 950 brand new baby items during the Sioux Empire’s Largest Baby Shower. The Baby Shower grows every year, demonstrating their community’s love and support of the couples who are choosing life for their unborn children. LIFE 96.5 listeners, in partnership with Dacotah Bank, provided gift cards and cash donations to the Sioux Falls School District social workers to meet the needs of 1,000 homeless students. LIFE 96.5 also invited listeners to participate in a city-wide prayer parade, where they prayed for health care and government officials while driving past hospitals, schools, and city government offices. During the months of September and October 2020, LIFE 96.5 listeners provided over 250 twin sheet sets and 100 mattresses to the Sioux Falls Sleep in Heavenly Peace organization for children who are sleeping on floors. Through LIFE 96.5, listeners also made a difference in the lives of patients spending Christmas at Avera Behavioral Health Hospital. Each patient received a Christmas stocking filled with gifts and a note of encouragement. In addition, each Saturday morning LIFE 96.5 staff host Life Connection, a program featuring community leaders and discussing the needs and concerns of the Sioux Falls Community.
89.5 KVNE exists to glorify God by encouraging people, connecting their community, and pointing people to Jesus Christ. When their community was turned upside down by COVID, they knew they had to jump into action and mobilize their listeners to make a difference for Christ. To best serve their local community, KVNE held multiple drives to support local ministry partners and those most impacted by the pandemic. They collected 1,500 gift cards (totaling more than $15,000) to benefit those in need because of shutdowns, gathered over 12,000 diapers for foster families, and collected 150 care packages for senior citizens. They also collected 1,032 fans for the Salvation Army and over 1,000 pairs of shoes for kids heading back to school. Additionally, listeners donated 1,512 care packages for the homeless in East Texas, and KVNE hosted two blood drives to help those fighting the coronavirus. People across East Texas needed connection during the pandemic, so they organized a social media outreach, called Praise Defeats, a coordinated time where listeners shot videos of themselves singing “Raise A Hallelujah.” The videos were shared thousands of times, as they deepened their community’s connection. In addition, KVNE launched a Hispanic Christian music station (Fuzión), started a worship station (Lift Worship), and began a Bible Teaching Station (The Well) – all to help people grow in their faith. God allowed them to impact His Kingdom in profound ways and serve their local community powerfully during an unprecedented time when people needed hope like never before.
Since 1986, The JOY FM has made community service a hallmark of its ministry to listeners – first in Sarasota, and then expanding to Tampa, other Florida markets, and most recently to Atlanta and Middle Georgia. Even with this growth, community outreach remains hands-on, with legacy events like T-Shirts for Turkeys, which helped feed more than 28,700 families in all markets served last year. 2020 created new challenges for serving, so The JOY FM innovated several service projects to accommodate contactless delivery and social distancing. JOY Drop and Restock, a brand-new outreach, collected 30 tons of food to restock local food banks hit hard by the pandemic. Partnering with Natalie Grant and Hope for Justice, Team Freedom approached a grand total of $1,000,000 in 2020 to fight human trafficking. As listeners faced political rhetoric and serious questions about race and justice, as well as practical challenges like hybrid classrooms, The JOY FM programming (on terrestrial signals, as well as its LF Radio and JOY Worship platforms) responded with a recommitment to our mission of “Helping You Find JOY.” Resources for listeners, such as the Off Air with Carmen podcast, was provided to help listeners wrestle with big questions like Christian citizenship. Possibly The JOY FM’s most relevant community service effort for 2020 was prayer. The JOY FM’s Prayer and Crisis Referral service interacted with 620,936 listeners in need of prayer or help. Of those calls and texts, 4,949 listeners reported praying to place their faith in Jesus Christ.
“Hope Starts Here” is more than The Light FM’s tagline. It’s their mission. In 2020, they were intentional in regularly offering community-needed resources and hope-filled encouragement. They hosted their 5th annual Make a Difference training to encourage listeners to share God’s hope and saw 14 people begin a personal relationship with Jesus. The Light FM also visited eight local Law Enforcement agencies to share words of encouragement and care baskets. They partnered with East Tennessee Children’s Hospital and artists of Winter Jam for a private concert and time of prayer with families battling pediatric cancer. The Light FM listeners from five different cities donated 258 wheelchairs, 262 crutches, 259 walkers, 71 transport chairs, and 66 canes to Wheels for the World, which brings mobility and the hope of Christ around the world. During stay-at-home orders, The Light FM began offering free monthly virtual events, including: a graduation ceremony, featuring artists and Bible teachers; a conference with Crown Financial on how to manage finances during the pandemic; Girl Talk LIVE, a women’s event with worship and Bible study; God’s Hope in Crisis training with chaplains of the Billy Graham Rapid Response Team; a pastor appreciation event for local churches, featuring Chip Ingram and Matthew West; and a Family Christmas Night with live music, games, and a devotion from The Light FM staff. Even throughout the pandemic, The Light FM also found ways to be out in the public, safely, with six drive-in events featuring movies and live music.
