“The most important brands in the world make you feel something. They do that because they have something they want to change. And as customers, we want to be part of that change. These companies have a reason to exist over and above just to make a profit: They have a purpose. Yes, we admire the product they make. But the thing we love the most about them is the change they are making.” ~ David Hieatt
He’s right, of course.
If you believe your station can’t have a purpose beyond making money, may I suggest you find another company to work with.