The Cost of Playing It Safe

I'm afraid. You're afraid. We are all afraid. To be human is to be afraid.

The safest thing to do is to change nothing - steady as she goes. At least in the short term. In the long run, however, risks are the oxygen your brand will need to survive.

Legendary late night host Johnny Carson ruled the airwaves for 30 years. And for all of those 30 years he had two artifacts at his feet behind his desk: a rubber chicken, symbolizing Comedy, and a wooden arrow, left over from a bad Custer sketch, symbolizing failure. It was an ever-present reminder that comedy - "success" - can't exist without failure...and neither exists without risk.

It's shocking to me (and it should be to you, too) that some of the biggest risks in our business are absurdly out of the question right up until they become utterly obvious.

The JACK format? "It's a weekend maybe, but not a format." Oops.

Christmas music? Sure, we sprinkle it in. What? You want us to switch formats for the entire month of December?! Are you out of your mind?! People come here for Christian hits, not for Christmas music?! That's a format change! Who would do that?

Answer: Almost all of you. And certainly the number one station in your market right now.

Consider one of the most vexing problems in our format nowadays: How can you get more younger people attracted to your station?

What if that's the wrong question?

What if the right question is "How can I get more people of all ages involved with my ministry brand wherever they meet that brand and on whatever platform they choose, to generate more support, so we can do more good in the world?"

Asking the question that way means you're not trying to fix a flaw, you're trying to explore opportunities. It means you recognize that younger people have deeper relationships with digital media platforms than with radio, in general. You will need a strategy to be where folks are with the content they enjoy on the platforms they visit.

It's not all about listening to your station. It's about being a part of your family.

So try things. Embrace change. Invite new ideas. Some will work, some will not.

And that's okay.

As Einstein said...

"Failure is success in progress."

Mark Ramsey Media does audience research for Christian Media - Perceptual research, digital studies, donor studies, music studies, etc. Learn more here. Call Mark at 858-414-4191 or email markramsey@mac.com.

And if you want a strategy to solicit major donors to pay for your research, look here and download this Listener Impact Study solicitation for donors from WAKW-FM.