riddlesYour radio station is comprised of only two things, in its most basic structure. The music, and everything-else.

Strategically, the music serves one purpose and the everything-else serves another. Successful radio stations understand this (and program for it). The others have no idea what I’m talking about.

This Frost Advisory is about the everything-else, which I’ll define as a continuum that stretches from the purpose of the radio station to what is relevant to the listener’s life. The everything-else has a beginning, a middle, and an end. Guess which is most important. Guess which we pay the least attention.

When our girls were little we loved to tell each other riddles and jokes. If fact, one of their favorite books at bedtime was one that carried over from my childhood, “1001 Riddles for Children.”

My younger daughter Carly declared one day that she had discovered six little words that could make any joke funny. No matter how the joke started, no matter if anyone laughed, no matter how badly the joke bombed all you had to do, she said, was to end with these SIX LITTLE WORDS and everyone would howl.

The end of the joke, the end of the movie, the end of the book, and yes, the end of a content break on your radio station determines whether listeners are delighted, dismayed, or disappointed.

Donald Miller puts it this way,

“So soon you will be in that part of the book where you are holding the bulk of the pages in your left hand, and only a thin wisp of the story in your right. You will know by the page count, not by the narrative, that the Author is wrapping things up. You begin to mourn its ending, and want to pace yourself slowly toward its closure, knowing the last lines will speak of something beautiful, of the end of something long and earned, and you hope the thing closes out like last breaths, like whispers about how much and who the characters have come to love, and how authentic the sentiments feel when they have earned a hundred pages of qualification.”

I was planning to dig a little deeper this week at the CMB regional summit in Houston….

….and then I found five dollars!