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?