Think Big. Before you contemplate changes that may affect your content, ask yourself a few simple and enlightening questions:

• Why is change necessary?
• How does the station’s history affect today’s expectations?
• Does the audience have any attachment to the current content?
• How does my coverage area affect my competitive ability to change?
• What is my audience profile?
• Does my music meet and exceed audience expectations and do I execute it perfectly?
• What are the strengths and weaknesses of my presenters?
• What result should my marketing plan create, and do I have the resources to execute that plan flawlessly?
• How will my competitors react to my planned changes?
• Where does the new content fit into the mix of already available radio products?
• How will the new content alter my audience?
• How do the changes fill an audience or advertiser need?
• How large is the opportunity for the change? (Don’t do it if the opportunity is too narrow.)
• Is there new and reliable research available that may confirm my plans or change my mind?
• What is the experience level of the management team?
• Is the management experience suitable to the challenge of change?
• What will define a win, and how does it look and feel to my team, the advertisers and the audience?

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