Read this in Mark Ramsey's radio blog.  Talk to the audience about the audience.  Connect. 

Beau Phillips, former Executive VP of Programming and Marketing at Dial Global.
argues that your radio brand needs to be loved, not simply liked – on Facebook or anywhere else. That requires a new awareness for relevance.  This is not optional!
Further, says Beau, Radio needs to make deeper emotional connections. “No more hollow slogans!”
The more the world is full of choices and the more convenient and ubiquitous those choices become, the more power rests the hands of consumers, and the more they use that power to choose the products and services that spark their passions.  Period.  Be loved (by somebody, not by everybody) or risk being ignored.