Many radio stations have awarded themselves the label ‘heritage.’ General Managers and programmers proudly boast, "We are the heritage Rock station!"No doubt you have sat in research meetings and heard the phrase "that show has heritage in this city" or "well we have the heritage morning show." I am frequently amused by how the phrase ‘heritage’ is tossed around with such ease. Its meaning is widely misunderstood. A generation of management fails to understand the true importance of the word and, as a result, are making misguided strategic decisions.