A hundred years ago* when I was just out of seminary and trying to pastor a neighborhood church in the Mississippi Delta, a radio executive taught me something I have never forgotten. (* Well, okay, 47 years ago to be exact.)
Benny Gresham said, “Each day at 9:15, we lose half our audience.”
Local pastors were given time for a daily 15 minute devotional. Pastors in the local ministerial association would be assigned a week at a time. Some would show up each day and do the program live, while most would record them all at one sitting.
Gresham explained, “Most people don’t want to sit through a 15 minute preaching service on the radio. But they’ll listen to anything for a minute. Even a test signal.”
He said, “If I were a pastor, I’d spend my money buying one minute spots and sprinkle them throughout the day. And I’d try not to sound too preachery.”
Good advice, they say, is where you find it.