Here’s a great post from Seth Godin (yes, I know, three references to Seth in as many posts. What can I say?)
If you’re unique in your format, do you refer to your station as “the only [insert format here] in [insert market here]”?
As Seth says:
Only is very comforting. Only eliminates competition, provides price insulation and improves the status of my ego. Only, alas, is in short supply these days. The challenge of being remarkable is being fast enough and brave enough to embrace the new, not just to rely on being the only.
In the coming audio age, there will be many ways to get everythng. There will be no more “only.”
If you’re not talking about what’s new, then you’re definitely talking about what’s old.