Knock knock!

Who’s there?

New listeners!

What do you want?

Well now, that IS the question.

‘Tis the season that dozens of Christian radio stations upend their regular music format in favor of Burl Ives, Mannheim Steamroller, and the soundtrack to a Peanuts TV cartoon.

To what end? Aren’t all these new listeners going to tune away as soon as we quit playing Alvin and the Chipmunks?


(Warning: this is where I subtly transition into the rarified air of strategic thinking. Believe me, it’s not for everyone.)

If they are tuning in for just Christmas music and then we stop playing Christmas music, will they quit listening?

It’s likely that many will. But that’s okay because some won’t.

It depends on what they are looking for.


People are looking for hope.

People are looking for encouragement.

People want to feel like their life has meaning.

Did you know that you can now ask Google for good news? Hmm, maybe Google, the company that knows way too much about each of us, knows what people are looking for.