Where do our campaigns come from? Who thinks of this stuff? Writes it? Designs it? Records it? Distributes it?

Each campaign is different, but each involves many steps—all directed toward bringing the audience the best in both message and quality.

A concept is born in-house and nurtured by staff and free-lancers, all of whom work to come up with timely and significant messages. We attempt to answer these questions: What will the audience listen to? What will a station consider airing in the midst of profitable programming? And, perhaps most significant, what generation, what interests, what life perspectives must be taken into account when developing the concept?

Even while scripts are being written around this concept, a graphic representation is also being developed. This image—this "brand"—represents the promise implied by the label.

Along with spoken messages, we consider musical messages. The words, the instrumentation, the musical format are all important considerations. (Of course, our being based in "Music City" doesn’t hurt. We are fortunate to have a large stable of writers, singers and instrumentalists who help us produce the best in music to accompany the best of scripts.)

Once the product is in hand, we distribute it, market it, track it, and … learn from it.

We don’t always know how many people hear our messages or how those messages interact with listeners’ personal concerns. But when we offer the best we can, we believe the benefits to the listener could be like a time-release medicine that continues to help.