chapter  12
4 Pages

First, You Need A Plan

A management team committed to moving its station forward will first make an exhaustive review of the following:

The product

The audience available for that product

The sales potential for that product

A time-tested way of reviewing your plan is the SWOT method:

S = strengths W = weaknesses O = opportunities T = threats

What is the product your station is providing? Is it news, entertainment, information, infomercials? Does it measure up to generally accepted standards? Is the technical end of it clean, crisp, and attractive, or is your signal fuzzy or hampered by geographic obstacles? Is your news coverage effective? Does it cover all the population centers in the station’s designated market area (DMA) or metropolitan statistical area (MSA)?