The freeways in my town have electronic messages on signs that direct drivers to all kinds of things. The number of miles to a destination or intersection. Road hazards or accidents along the way. Amber alerts with car description and license plate number. (Good luck remembering that without writing it down).

Are you buckled up?

That’s the electronic message I saw during weeks full of bad news about the pandemic. In context of what was happening in the world, it seemed so frivolous to me.

Your listeners hear your radio station in the context of what is meaningful right now in their lives.

If your messaging is the equivalent of “250 more songs per week than the other stations,” you are well on your way to being irrelevant.

Good luck with that!