What do you thirst for?

Aaron Sorkin is the writer of the television series The West Wing and The Newsroom; and the films A Few Good Men and The American President for theaters.

Some TV critics speculate that The West Wing, which aired on NBC and was top-rated from 1999-2006, wouldn’t work in today’s climate of political cynicism.

But Sorkin rejects the idea that people aren’t in the mood for idealism. “If anything, I think we’re thirsty for it.“

There’s often an audience for a need that hasn’t yet been filled.

Rush Limbaugh found an enormous audience of Conservative Americans precisely because no one else on radio was speaking to them.

Barack Obama won the Presidency in 2008 because so many Americans were thirsty for hope and radical change: the first Black President.

So…what unspoken need to you feel in your market?

You are in the midst of lots of people hoping you and your station can quench their thirst.