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.
In all honesty this is one the most truthful and meaningful post I have ever read on these boards. It shows a real drive and heart felt desire by Mr. Birdman for this particular format and the platform in which such a operation should be steered in.
There is no greater truth about Christian faith being frowned upon due to the wicked actions by zealots like Fallwell, Robertson, Dobson, A.F.R., and a legion of other poor mis-guided souls. Several others have made outstanding remarks to this issue elsewhere on this thread. Suffice it to say that true Christians are warned to be wary of false phrophepts.
Another good proverb, "Watch out for wolves in sheeps clothing." I think you get my drift, just remember those who support and push for the blasphemous ideals of the "so called Christian leaders" above are no less guilty of blasphemy itself.
Some comments about the bullet points:
- Looking to testify to a secular audience is an important process in the spiritual realm of said format but, it must be handled/presented in a context that does not alienate a core base of listeners/believers. IE: No hard stuff or pulpit pounding. The message should cross over to all and the place to start would be with the teachings of the New Testament, from which the foundation of Christianity is rooted. In a presentation issue this format could program short (5 min) segments throughout the day parts. I would envision something pre-recorded and presented in an element style such as weather or news, produced in a style the garners the interest of the target group. A larger (30 min) could run once a week relating/tying up the shorter segments.
- Skewing to a younger demo: It would depend on your market. In general though, you do not want to alienate any of your listeners by skewing different targets to the point the product sounds totally different a certain parts of day.
- Comm vs. Non-comm: This is what would most likely be regarded as a specialty or niche arena. My say would be for a Non-Comm variant that could run 'commercial like' spots. You would have underwriting for a base and could market the potential of radio advertising to those not using it. I would think about targeting small businesses that don't have the big bucks to even test run on established commercials. A format like this could offer lower rates to the little guys that want the advantage of being promoted on air. You could build a costumer base and help build community support for small/local business. Try to distance your self by avoiding the 'pledge drive'.
- Internet: To be without it in broadcasting is not good smarts these days. If feasible, start streaming. Make a site that visualizes the station image/feel. Heavy promotion of the site early one will allow greater chance not just to 'hear but, 'see' the station. The net and TM could be used as a method of facilitating a prayer request template.
-Community involvement: Essential. As mentioned elsewhere in the thread, the station would need to get the ball rolling from the get go. Perhaps consider PSA's not just for religious related activity, but that of a community nature as well. It would only help to further endear the station image to its core target area. Show up at the BIG events in town for remotes and goody handouts.
- Imaging: The soul of this operation and its ability to survive would rest entirely on the underlying premise of its presentation and public reception. As stated before, DO NOT head for the traditional monikers already in use by 'religious' radio, you only associated yourself with the group you don't want to be a part of. The terms positive/encouraging etc. are all terms co-oped by existing religious formats, including those of the "religious right" and their faulted, politically polarized following. To tread here only helps to diminish the cause of this station. It would also jeopardize listeners who want this format, but not with the attached strings they find in other outlets broadcasting similarly themed programming.
