The Management of A Radio Station
DESCRIPTION OF BUSINESS
Country 105 is a one of a kind radio station on Florida's
Emerald Coast playing the perfect mix of country and
western favorites from the 70's, 80's and the 90's. The
call letters of Country 105 is WYZB-FM, Frequency 105.5.
Country 105, like many country and western stations to pop
up on the air within the last three years, is a conversion
station. The original old format of country 105 was oldies
and the station was known as COOL105. Despite the
industry's long held belief that most markets can't sustain
a country and western station, 42 of the top 100 markets
now have a country and western station format with at least
a 1.0 on the Arbitron rating scale. According to the M
street Journal, there are now 1,703 country and western
outlets operating in the country, making the country and
western format the third most common format. Three years
ago there were just 545 country and western stations. In
terms of listening, country and western stations claim 6.5%
of the nations audience in the summer according to the
Billboard/Arbiton national format ratings. As further
evidence of country and western growth, in recent months
there have been several examples of markets where upstart
country and western stations have dethroned their incumbent.
A. External- Industry
1. Customer Profile
Country 105 considers the entire population of the Emerald
Coast their customer base. The primary audience listening
to Country 105 is the 25-54 age group. According to a 1993
Simmons report, country and western music is the chosen
format for both the young professional (19% of those
surveyed) and college student (15% of those surveyed). The
survey also indicated that 20% of all adult who identified
their buying style as "Ad Believers" picked country as
their favorite format.
2. Industry Structure
a. Potential Entrants
Entry to the country music business in the Emerald Coast
arena appears to be limited. The three main players;
Country 105, K-92, and Country 102.7 seem to provide
adequate coverage and support for the listening population.
Although these are not the only country stations in the
area they are the strongest and look at each other as the
main rivals. Since country music is "hot" at this time and
these stations all play the favorite artists and service
their clientele adequetly, it appears the strongest threat
of a new entrant will come from another station converting
their format to country.
b. Intensity of Rivalry
The rivalry among the country stations is county based.
Country 105 and K-92 who are located in the Okaloosa county
major metropoliton areas of Fort Walton Beach and Destin
respectively, vie for the same market share on a daily
basis. Country 102.7 is based in the Pensacola area and
compete mainly with the few smaller stations in their local
area and the neighboring Alabama cities such as Mobile,
Foley, and Gulf Shores.
3. Competitors Profile
B. Internal Audit
Country 105 organizational structure consists of a General
Manager who has the overall responsibility to manage the
smooth and efficient running of the radio station. Although
the managers of each department have the run of managing
their own department, any problems are brought to the
General Manager's attention to be solved within, or brought
to the owner's attention, if it requires further action.
All in all, everyone works together and the managers have
created an open door policy so that any ideas, big or
small, whether it's sales promotion, radio image promotion,
or inter-office improvements, it can be discussed and
evaluated of its beneficial effect on the radio station.
Many employees perform dual roles to stream line the
workforce. The management strategy is for all employed to
be involved in the stations overall strategy and this was
echoed throughout each department. The management style
seemed to be the collaborative approach and kept all
workers (those we encountered) upbeat and geniuely postive
toward the promotion of their station.
The production department consists of the Operations
Manager, Production Manager, and the on air personalities.
The Operations Manager oversees the smooth operations of
the department, the Production Manager ensures that all
commercials and broadcasting materials are produced and
ready to go on the air, and the on-air personalities
provide the entertainment to the listening audience. The
Creative Department which includes copy writers and
production engineers perform the task of taking the message
and making it come alive on the radio. It also has direct
access to research facilities of the Radio Advertising
Bureau for promotional ideas, industry trends, and
background, as well as Co-Op research to uncover
manufacturers money due to an advertiser to help pay the
cost of a radio marketing campaign.
The market profile of Country 105 based on the surveyed
area of 152,200 people covering Okaloosa and Walton
counties provided the following:
Top 10 Employer Industries % of Workforce
Eating and Drinking Places. . . . . . . . . . . . . . . . .
. . .12.8%
Health Services . . . . . . . . . . . . . . . . . . . . . .
. . .10.7%
Engineering and Management Services . . . . . . . . . . . .
. . . 6.1%
Special trade Contractors . . . . . . . . . . . . . . . . .
. . . 4.4%
Business Services . . . . . . . . . . . . . . . . . . . . .
. . . 4.2%
Hotels and Other Lodging Places . . . . . . . . . . . . . .
. . . 4.0%
Food Stores . . . . . . . . . . . . . . . . . . . . . . . .
. . . 3.9%
General Merchandise Stores. . . . . . . . . . . . . . . . .
. . . 3.8%
Miscellaneous Retail. . . . . . . . . . . . . . . . . . . .
. . . 3.5%
Automotive Dealers. . . . . . . . . . . . . . . . . . . . .
. . . 3.4%
Top Occupations % of Workforce
Technical . . . . . . . . . . . . . . . . . . . . . . . . .
. . .31.5%
Managerial. . . . . . . . . . . . . . . . . . . . . . . . .
. . .27.4%
Service Worker. . . . . . . . . . . . . . . . . . . . . . .
. . .18.0%
Precision Production. . . . . . . . . . . . . . . . . . . .
. . .11.4%
Operators . . . . . . . . . . . . . . . . . . . . . . . . .
. . . 9.9%
Farm workers. . . . . . . . . . . . . . . . . . . . . . . .
. . . 1.8%
Other aspects of Country 105's internal functions are the
Administrative and Sales Department. The sales department
sells air time to advertisers. The Sales Manager oversees
the sales department to ensure they reach their sales
quotas and provide morale support. Once they receive an
order, this is brought to the attention of the Traffic
Manager, who enters the data and schedules the commercials
to air. Thereafter, the production order for the sale is
given to the copywriter to write a script for, if needed,
then passed on to the production department. The
administrative side of the radio station, such as the
Office/Traffic Manager and secretary do not get affected by
sales quotas or Arbitron ratings. But performance and
attitude are evaluated. Because they deal with the public,
such as contest winners, advertisers, and listeners, as
well as with the sales and production staff, positive
attitude, personality, and the ability to perform their job
efficiently are evaluated.
II. STRATEGIC DATA BASE
A. Significant Trends and Events
For a positive community image, Country 105 along with
sponsors tie-ins concerns itself with Public Service
projects each year: "Hurricane Erin and Opal Relief,"
"Operation Raise the Flag to Honor our Desert Storm
Heroes," major sponsor of American Cancer Society
Fundraisers, and the Special Olympics Fundraisers are a few
of the many community activities the radio station
participated in the last few years or so.
B. Current Strategic Position
1. Strategic Concepts
Country 105 has as a goal to be the most listened to radio
station in Northwest Florida. According to the 93 spring
Arbitron ratings, Country 105 was the choice of adults
along the Emerald Coast, reaching 28,400 different persons
18 and older every week and ranked #1 during the time frame
of Monday-Friday, 6 am, to 7 pm. Which comes to 21% of the
population in Okaloosa County Metro tune into Country 105.
Their mission is to provide the best country music, news
reporting, and community service to their audience.
Country 105 strategy to stay the market leader is through
technical advancement in their station equipment.
Conversion to computers enabling the station to communicate
on the Internet broadens greatly their market reach. They
also use the Arbitron ratings survey analysis which comes
out each spring to rate their effectiveness. Even though
Country 105 ranks high with the younger listening audience
(25-54 age group), its target demographic are the "baby
boomers" or persons 35-64 years of age. According to the
Prosper Business Develop Corportation this age group spends
more than any other age group. Country 105 understands the
importance of this age group to retailers and they strive
to win the businesses over with their ability to reach this
2. Implementing Strategies
a. Program Strategies
Country 105 organizes their program schedule based on the
audience mostly being reached at any given time. The
morning shows are geared to the working adults. The early
evening shows attempt to attract the younger genre (after
schoolers, young non-working mothers). The night time
programs reach the young teenagers and require popular
personalities to keep this fickle listener tuned in. They
also use mobile broadcasting capabilities to augument their
station and provide them more depth to service their
b. Specific Objectives
Country 105 sets as objectives to provide outstanding
service and enhance the bussinesses that use the station
through the use of the following: targetability where their
unique formats provide advantage of delivering to the
target consumer and ensuring the commercial reaches the
right people, assertiveness through repetitiveness,
primarily entertainment environment where the commerical
will stand out, be heard, and generate results, imagery by
utilizing the power of visualization to create images
prospects will relate and react to. Listeners are impacted
by their own imaginations.
III. SITUATION ASSESSMENT
1. External Appraisal
2. 1. Opportunities
Country 105's opportunities lay in their ability to stay on
top of the local market through technology, creative
advertising, and ability to reach the target audience more
efficiently, effectively, and with the right message than
their competitor. They know they can build a faithful
listening audience thus opening up opportunities for more
businesses to use their services. Use the Arbitron ratings,
surveys, and computerized polls to identify the right mix
of talk versus music to bring in the most listeners making
the station more appealing to the local businesses for
purchase of advertisement.
The only real threat to Country 105 is the conversion of
other stations to their country format and these station
bringing over a very large faithful audience. This type of
competition, especially if in the local area, could
threaten their market leadership. This type of move by
another station could also create a very competitive market
and if the other station has a large amount of resources
could take an offensive stance casuing Country 105 to
retreat and regroup.
B. Internal Appraisal
Country 105 is owned by Holladay BROADCASTING Co., Inc.
whose office is in Meridian Mississippi. This company alos
own 99 Rock and
an AM talk radio station in the local area. This umbrella
of stations provide
Country 105 with the ability to trade strategies within the
corporation and gain
advantage over individual stations. This umbrella, if the
owner chooses to
supplement the stations with revenues of the other, could
105 the capital for expansion, innovation, and
technological improvments that
would bolster its market leader position.
IV. DECISION ANALYSIS
A. Strategic Concepts
1. Mission Adjustments
The Arbitron ratings survey analysis creates an impact
externally from advertiser's point of view. Basically, the
higher the listening
audience of a radio station, the better cost-per-point for
an advertiser. In the
same token, it makes a good selling tool for the sales
person, if all else fails
to get the prospective client's attention. Arbitron also
create an impact within
a radio station. A program, such as "The Larry King Show,"
may be taken off
the air and replaced with different programming if it
received a very low rating.
The Arbitron survey also has a effect on evaluations of
on-air personalities are also evaluated by this survey. If
their time frame
received a low rating, there may be a turnover of
personalities. Even the
music format may be re-evaluated if, as a whole, the radio
a low rating. the owner of a radio station evaluates the
performance of the
production staff and makes the decision for any changes.
The owner also
evaluates the General Manager's performance and decision
2. Goals and Objectives Change/Addition
Although the goal of Country 105 will probably remain the
each department within the station must contribute to the
performance to be successful. If for instance the Arbitron
ratings indicate a
particular show is not getting the expected response then
this program must
be changed. Since the the sales department is not directly
affected by the
Arbitron ratings survey analysis it is affected by sales
quotas. Each sales
person objective is to meet their quota in order to be
beneficial to the radio
station. Re-evaluations takes place when sales personal do
not meet their
quota consistently. The Sales Manager is evaluated by the
his sales staff.
B. Program Strategies
Create unique entertainment that appeals to both young and
Provide complete coverage of the news and community events.
the listening public to become a valued member of the
Country 105 seems to be faring very well in the country
market in the metro area of Okaloosa, Walton, and Santa
They are staying on the cutting edge of technogoly and
strive to provide their
listeners with the most current country music from the
hottest artists on the
country scene. They seem to have a pleasant and productive
between the employees and the management of the station.
attitude seems to be a hands-off type of management unless
necessary. Overall I believe Country 105 is positioned well
in their market
niche and their mission appears to support their overall
goal. If they continue
to scan the market and the market consumers for inputs to
they should remain strong for years to come.
My recommendation to the staff at Country 105 would be to
in their current strategies and then add the "dare to be
Through this approach they could move ahead or in some
further ahead of the competition. This different could also
make them more
attractive to potential customers who are looking for new
ways to market their
products. They should also thrive to exploit the value from
information highway and use this powerful tool to enhance
position, gain a wider market area, and reach more people.