Big Business

Commercial radio in the UK is pretty big business. BUT it's not an exact-science business. For example if you make tins of beans you need beans and tins and a factory to make them. Radio sits in the ethereal world of the entertainment industry, so a lot of business decisions have to be made as gut decisions. Or you really have to believe your research. Both 'gut' and 'research' have validity but don't rely on one or the other to make your station successful. Also as we all know in the UK we are tied to a format, which if it doesn't work in your market can be a business disaster.