Broadcast and New Media
Training and Development
Multibrand Media International
April 19, 2014
- By: Multibrand Media
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?