Masters Theses

Date of Award

3-1988

Degree Type

Thesis

Degree Name

Master of Science

Major

Communication

Major Professor

Norman R. Swan Jr

Committee Members

Barbara Moore, Herbert Howard

Abstract

The purpose of this study was to examine WIVK and compare those findings with the findings produced in the Radio in Search of Excellence study conducted by McKinsey and Company in 1985.

It was assumed that both of the studies would produce similar findings concerning management practices and day-to-day operations. That assumption was valid as findings from both studies were similar in many areas including community involvement, reinvestment, personnel, management, and research. Three areas discovered at WIVK, which were not discussed in the McKinsey and Company study were management's handling of exterior problems, innovation and avoidance of complacency, and closeness to community through decision-making at the management rather than ownership level.

The paper also provides suggestions for WIVK's continued success and suggestions for further study in the field of broadcast management.

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