Christain Radio

[BigSteveG]

Interesting and thorough article. One of four parts. Can't wait for the other parts. Maybe it will shed light on getting and maintaining a profitable Christain station here.

http://www.christianitytoday.com/music/news/2007/whatsupwithradio.html

 

[MemBirdman]

......

I decided to get into radio after a Steve Taylor/Guardian concert. I've gone to GMA Week twice in full, three times in part. I had Christian label underwriting ready and willing to help with a weekend show on Power 94.9 if a local business were willing to advertise as well (about six months before it became KLove). I've been a Program Director for two local Christian stations. I created Praise FM 94.7 before it became a KLove station and I have lost my job in radio because of KLove's "expansion."

I wanted to throw that out, not to say I'm some sort of expert, but as a warning that if we get into this, I've got some very pointed opinions and I could get very abrupt in making them known. I'm passionate about this topic, to a fault.

I felt the need to forwarn.

 

[BigSteveG]

......
I wanted to throw that out, not to say I'm some sort of expert, but as a warning that if we get into this, I've got some very pointed opinions and I could get very abrupt in making them known. I'm passionate about this topic, to a fault.

I felt the need to forwarn.

I known that in the past. Let your thoughts rip. Don't hold back. We need more dialouge. I would like the CCM and the Christain AC proponents get on the same page where we can have a profitable, long term station. Instead of hashing out old failures and hopeless talk about it will never work, let's come up with some ideas that would work. I am sure without a shadow of a doubt, people like you who have experience and are passionate about the format could at least come up with a top ten list of how the format could work in Memphis. It puzzles me that a Christain station and a Blues station does not make it here. I know plenty of local folks who love both formats and buy their music.

Oh by the way, Part Two of the article is out. Still interesting.

http://www.christianitytoday.com/music/news/2007/whatsupwithradio2.html

 

[MemBirdman]

OK, cool...

Part 2 is equally as interesting and aggravating as the first part. They're using comfortable words for a Christian magazine, but here's what they're saying: there's a Christian ghetto, where Christians take care of Christians and everybody stays in the Christian bubble. Those in the bubble build up fortresses that separate themselves from the "secular world" and are content to throw snowballs over the walls at anyone not inside. Christian radio, music or talk, at its base is there to keep "Becky" happy in her bubble.
I understand the need to define the Core listener, but why does the definition need to include "Christian"? And because everything is so politicized(sp?), "Family Values" and "Positive, Encouraging" is just a synonym for Christian, so the label attached remains...and all that it implies. Because like it or not, we are represented by Jerry Fallwell's ramblings, by James Dobson's lobbying and by Bellevue's poltical in-fighting. These are our Christian "leaders," and the world at large hates us because of their shining example.

OK, deep breath...serenity now.

Why does a Christian station need a different approach to marketing than any other station? Imagine if other stations took KLove's cue. "Sinister, subversive, 93X." "Bumpin' and Thumpin', K97." "We're not sure what we are, but it doesn't matter because it'll change in a month anyway - Q107.5" Stupid, right? But what may have been original 10 years ago is a living cliche now, and the cliche is a big problem.
I'm trying to transition from venting about what's wrong to highlighting what would work. I think bullet points would be the best now:

• First and foremost, it MUST be a prayer-driven station.
• It must look to witness to a secular audience at least as much as encourage the believers.
• It should skew slightly younger than "Becky," with nights and weekends significantly younger.
• I've seen commercial and non-comm stations...I prefer non-comm, but that doesn't mean the station can't sell ads. It just means the "underwriting" needs to be more creative than your average ad.
• Internet presence is a must now. Text-messaging is also a positive. Engage the audience where they are.
• It should NOT "look" like a Christian station. The imaging and marketing should make it unique, not labelled.

I've mentioned www.radiou.com before. It's located in Columbus, OH, home of The Ohio State University. It's in a college town....and 40% of it's listenership is not Christian. Likely, their sound would not work in Memphis, but their approach is kind of the template that I think would work.

 

[MikeBratton]

OK, cool...

Part 2 is equally as interesting and aggravating as the first part. They're using comfortable words for a Christian magazine, but here's what they're saying: there's a Christian ghetto, where Christians take care of Christians and everybody stays in the Christian bubble. Those in the bubble build up fortresses that separate themselves from the "secular world" and are content to throw snowballs over the walls at anyone not inside. Christian radio, music or talk, at its base is there to keep "Becky" happy in her bubble.
I understand the need to define the Core listener, but why does the definition need to include "Christian"? And because everything is so politicized(sp?), "Family Values" and "Positive, Encouraging" is just a synonym for Christian, so the label attached remains...and all that it implies. Because like it or not, we are represented by Jerry Fallwell's ramblings, by James Dobson's lobbying and by Bellevue's poltical in-fighting. These are our Christian "leaders," and the world at large hates us because of their shining example.

Actually, I can do you one better. Awhile back, Jesus said "If the world hate you, ye know that it hated me before it hated you."

The world at large hates us because it hates Jesus Christ. The world uses various excuses to rationalize its hatred.

OK, deep breath...serenity now.

How was your Festivus, by the way? We had a particularly eye-opening Airing Of Grievances at this year's celebration--and, once again, no one was able to wrestle me to the ground. So, technically, our Festivus didn't really end...

Why does a Christian station need a different approach to marketing than any other station? Imagine if other stations took KLove's cue. "Sinister, subversive, 93X." "Bumpin' and Thumpin', K97." "We're not sure what we are, but it doesn't matter because it'll change in a month anyway - Q107.5" Stupid, right? But what may have been original 10 years ago is a living cliche now, and the cliche is a big problem.
I'm trying to transition from venting about what's wrong to highlighting what would work.

Let's examine your thoughtful list:

1) First and foremost, it MUST be a prayer-driven station.

Absolutely. No need, or room, for discussion there.

2) It must look to witness to a secular audience at least as much as encourage the believers.

Indeed. "Clubby" Christian stations avoid that little thing known as the Great Commission.

3) It should skew slightly younger than "Becky," with nights and weekends significantly younger.

Yep. Programmed an area station just like that awhile back, and saw wonderful results from that plan.

4) I've seen commercial and non-comm stations...I prefer non-comm, but that doesn't mean the station can't sell ads. It just means the "underwriting" needs to be more creative than your average ad.

I prefer comm stations, actually, since that puts you squarely in the marketplace of ideas in more than just a spiritual sense. But that's just differing tasts--non-comm underwriting can shake out to be even more beneficial than commercial advertising.

5) Internet presence is a must now. Text-messaging is also a positive. Engage the audience where they are.

True, that.

6) It should NOT "look" like a Christian station. The imaging and marketing should make it unique, not labelled.

Well, while I agree that it shouldn't look like a cookie-cutter, neither should it be anything other than uncompromising in the message. Not that I'm suggesting you're up for compromising, I'm just emphasizing the point. If you have to listen a half-hour to hear even an tangential reference to Christ and/or Christianity, something isn't right.

I've mentioned www.radiou.com before. It's located in Columbus, OH, home of The Ohio State University. It's in a college town....and 40% of it's listenership is not Christian. Likely, their sound would not work in Memphis, but their approach is kind of the template that I think would work.

We're overdue for something that would cover the area with live-and-local Christian music.

--Mike

 

[Meepster]

I think there is be a HUGE DIFFERENCE between being a radio station with a Christian format and being a Christian radio station.
And it could be both "listener-supported" AND commercial, right?
I mean I even see commercials on 'KNO, though that may not be what they're called.
The playlist would be crucial and maybe not as hard to develop as some may think.
I mean, how many formats DID NOT play "Imagine?" Not many.
I hear it quite often on secular radio and quite appreciate the way it's message gets through in the midst of all the other CRAP you'll hear on "HIT" stations today. (Even though it may be subliminal)

You don't have to be all..."Brother John Rivers" to pull it off and I don't see why some station's format roulette wheel doesn't land on it. Put it on a decent signal-give your best effort-and see what happens.

I happen to know where you might could pick up a pretty good drive-time guy!

 

[MikeBratton]

I happen to know where you might could pick up a pretty good drive-time guy!

"Pretty good"?

You're way beyond a "pretty good drive-time guy," my friend.

 

[Meepster]

Ha ha. Thanks, Mike. ;D
I appreciate the compliment.
Shoulda got you to show me more about production and voices, huh?

 

[MemBirdman]

Actually, I can do you one better. Awhile back, Jesus said "If the world hate you, ye know that it hated me before it hated you."

The world at large hates us because it hates Jesus Christ. The world uses various excuses to rationalize its hatred.

Yeah, I have no argument at all. I've just been in a particularly anti-establishment frame of my for the past year or so and our "leaders" are kinda ticking me off lately.

How was your Festivus, by the way? We had a particularly eye-opening Airing Of Grievances at this year's celebration--and, once again, no one was able to wrestle me to the ground. So, technically, our Festivus didn't really end....

Hopefully it was a fruitful Airing of Grievances? As for mine, it was good. Got back up to Mecc--errr, Green Bay and Wisconsin for a couple of weeks. The air is a little crisper, the sun a little brighter, the grass a little greener in Wisconsin. But it's one of those things that after so much time with family, you're ready to come back.

Why does a Christian station need a different approach to marketing than any other station? Imagine if other stations took KLove's cue. "Sinister, subversive, 93X." "Bumpin' and Thumpin', K97." "We're not sure what we are, but it doesn't matter because it'll change in a month anyway - Q107.5" Stupid, right? But what may have been original 10 years ago is a living cliche now, and the cliche is a big problem.
I'm trying to transition from venting about what's wrong to highlighting what would work.

Let's examine your thoughtful list:

1) First and foremost, it MUST be a prayer-driven station.

Absolutely. No need, or room, for discussion there.

2) It must look to witness to a secular audience at least as much as encourage the believers.

Indeed. "Clubby" Christian stations avoid that little thing known as the Great Commission.

3) It should skew slightly younger than "Becky," with nights and weekends significantly younger.

Yep. Programmed an area station just like that awhile back, and saw wonderful results from that plan.

4) I've seen commercial and non-comm stations...I prefer non-comm, but that doesn't mean the station can't sell ads. It just means the "underwriting" needs to be more creative than your average ad.

I prefer comm stations, actually, since that puts you squarely in the marketplace of ideas in more than just a spiritual sense. But that's just differing tasts--non-comm underwriting can shake out to be even more beneficial than commercial advertising.[/quote]

Yeah, I can see what you're saying. And comms can avoid the dreaded Share-a-thon.

5) Internet presence is a must now. Text-messaging is also a positive. Engage the audience where they are.

True, that.

6) It should NOT "look" like a Christian station. The imaging and marketing should make it unique, not labelled.

Well, while I agree that it shouldn't look like a cookie-cutter, neither should it be anything other than uncompromising in the message. Not that I'm suggesting you're up for compromising, I'm just emphasizing the point. If you have to listen a half-hour to hear even an tangential reference to Christ and/or Christianity, something isn't right.

No, I don't think there should be compromise, either. But there's got to be a different way for it to be shown than the example I've seen...well, honestly, since living here and it revolves more around what you said, being squarely in the marketplace. A top-of-my-head example: I know I'd want to be involved in the Beale Street Music Fest and the BBQ Cooking Contest. Again, engage the audience where they are.

Maybe it's in community involvement, maybe it's with the message on the station, maybe all of the above. Truthfully, my mind has stalled as far as exactly how is concerned. But the status quo doesn't work anymore.

We're overdue for something that would cover the area with live-and-local Christian music.

--Mike

Are there any FM licenses not being used in the area? Because right now, the way it's structured around here, I look at the landscape and just don't know where that opportunity would come. But I'm still a novice in the business end of the industry.

 

[anotherguyTN]

From a listener's point of view I agree with most of what is being suggested here. My main comments would be PLEASE stay away from any kind of preaching programs. All the past efforts at local CCM stations have depended too much on them, especially with some stations going to being no better than a dollar a holler station during their times for programs. The only possible exception might be a youth oriented phone in show like Dawson McAllister Live.

Also, I believe that the ownership should be someone with a commitment to reach the youth and young adult community for Christ, not just someone trying to make a buck off the CCM format. I've said it before in other threads, but I don't trust secular owners to do a CCM format and stay with it, and even some supposedly Christian owners aren't much better.

 

[radiosaur]

We discussed this back in August:

http://www.radio-info.com/smf/index.php/topic,45662.0.html

My viewpoints haven't changed. Still waiting on a signal!

"My view that a harder edged station would work instead of a pure AC is simply because I'm hearing some GREAT heavier CCM coming out nowdays, with production quality and arrangement as good or better than anything else out there. I'd just play the good stuff and let the music do the talking...but the staff would have to have the heart for it or the listeners would see right through it. I think the hardest part would be tailoring the presentation to attract the curious and keep the faithful.

As for air staff, I can think of three or four good radio people who could slide right into the format. Rick Tarrant, Rob Grayson, and Rick Robinson come to mind.

I could even find them a pretty decent engineer.


My CCM station here would rock a bit, especially afternoons and nights.

The jocks would also sound a bit more up. Some CCM jocks try too hard to sound 'warm'.

I'd love to see it happen."

 

[Meepster]

Dang! I already didn't get my hypothetical PM drive job!
'Saur...could I try out for middays? ;D

 

[radiosaur]

Dang! I already didn't get my hypothetical PM drive job!
'Saur...could I try out for middays? ;D

"Send an MP3 of your best stuff (no calls) to....."

 

[MikeBratton]

Dang! I already didn't get my hypothetical PM drive job!
'Saur...could I try out for middays? ;D

"Send an MP3 of your best stuff (no calls) to....."

I have to have mornings, or at least be part of the team. That way, I can get in some golf before picking the kids up from school...

 

[BigSteveG]

Part Three out. Still Interesting.

http://www.christianitytoday.com/music/news/2007/whatsupwithradio3.html

 

[robgrayson]

Intersting articles.
My ascerbic observation of the Contemporary Christian Music industry as an unsucesssful young songwriter was that Nashville was the Jerusalem of contemporary Christian music, and if you've read the book, you know how well Jesus went over in Jerusalem.
At that time, if you weren't marketable to 13 year olds, and didn't look cool on a poster or t-shirt, you had no future in CCM. Of course, at that time, "Becky" was probably 13.

 

[MemBirdman]

Bleh....testing. Along with KLove, the two banes of my existence in Christian Radio (TM).

 

[radiosaur]

Re: Christian Radio

I thought Part 2 was the most thought provoking. A Christian radio station that appeals only to soccer mom exisiting Christians isn't really doing what it's supposed to, is it?

The news of stations avoiding songs with less than positive lyrics was surprising to me...and really counterproductive. Life isn't always a bowl of cherries for Christians, and I'm sure the audience can idientify with those songs. Seems to me avoiding reality isn't a very good programming move.

 

[MemBirdman]

Re: Christian Radio

I thought Part 2 was the most thought provoking. A Christian radio station that appeals only to soccer mom exisiting Christians isn't really doing what it's supposed to, is it?

The news of stations avoiding songs with less than positive lyrics was surprising to me...and really counterproductive. Life isn't always a bowl of cherries for Christians, and I'm sure the audience can idientify with those songs. Seems to me avoiding reality isn't a very good programming move.

You're entering into the very core of my disgruntledness...itude...ability with Christian Radio. And truthfully, it has a lot to do with the whole "Christianity (TM) as culture" phenomenon that is rampant in the Bible Belt.

So, according to the culture, you're a Christian, I'm a Christian, we're all Christians and everything is supposed to lift each other up. Never are we to talk about problems or struggles. Stuff like firing pastors from the Triple-T Ranch because of impropriety never happens, or if it does, it's quickly glossed over in an effort of "unity." And the entire culture lives in a state of denial that defies the laws of physics, where as long as you're there Sunday morning, Sunday night and Wednesday night, you are God's good little soldier and if you have any struggles in your walk, you're doing something wrong and are obviously not walking the Christian walk.

Unfortunately, this is the majority thought in Christianity (TM), so when research is done, the songs that are tested well are the ones that are "positive, encouraging." The not-so-encouraging brings around the whispers of accountability and no one wants to be convicted by what they hear on the radio.

....*sigh* Like I said, I'm a bit anti-establishment.

 

[radiosaur]

Re: Christian Radio

I thought Part 2 was the most thought provoking. A Christian radio station that appeals only to soccer mom exisiting Christians isn't really doing what it's supposed to, is it?

The news of stations avoiding songs with less than positive lyrics was surprising to me...and really counterproductive. Life isn't always a bowl of cherries for Christians, and I'm sure the audience can idientify with those songs. Seems to me avoiding reality isn't a very good programming move.

You're entering into the very core of my disgruntledness...itude...ability with Christian Radio. And truthfully, it has a lot to do with the whole "Christianity (TM) as culture" phenomenon that is rampant in the Bible Belt.

So, according to the culture, you're a Christian, I'm a Christian, we're all Christians and everything is supposed to lift each other up. Never are we to talk about problems or struggles. Stuff like firing pastors from the Triple-T Ranch because of impropriety never happens, or if it does, it's quickly glossed over in an effort of "unity." And the entire culture lives in a state of denial that defies the laws of physics, where as long as you're there Sunday morning, Sunday night and Wednesday night, you are God's good little soldier and if you have any struggles in your walk, you're doing something wrong and are obviously not walking the Christian walk.

Unfortunately, this is the majority thought in Christianity (TM), so when research is done, the songs that are tested well are the ones that are "positive, encouraging." The not-so-encouraging brings around the whispers of accountability and no one wants to be convicted by what they hear on the radio.

....*sigh* Like I said, I'm a bit anti-establishment.

I agree with you for the most part. The other issue I have is 'Christian' acts that cross over to mainstream and suddenly it's hard to find the word 'Christian' or any other related words on his (or -ahem - her) website...