In this pandemic Christian music radio stations have never had more in common with those who don’t yet listen. Why is this important?

Successful formats are based upon consensus. Consensus is a result of common ground through familiarity.

No familiarity? No consensus. No format.

“People don’t buy what you do; they buy why you do it. And what you do simply proves what you believe.”

Simon Sinek

Every year Google compiles a list of the most searched for words of the year. In 2020 people search for WHY.


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“People across the globe also searched ‘how to help’ more than ever before. ‘How to donate’ was searched twice as much as ‘how to save money’ – even though millions of Americans have lost their jobs since the beginning of the pandemic.”

Market Watch

“We connect with people who interest us.
We have fun with people who know how to have fun.
We bond with people who believe what we believe.
But our deepest relationships are with people who have shared our pain.”

Roy Williams

‘Why’ is what people are searching for in 2020. Google can prove it.