Seattle, Washington and its surrounding area is among the top 10 metro markets for radio. Its a highly competitive area for stations looking to carve out a niche for themselves among listeners and advertisers. For over ten years K Sof Radio has been a leader in attracting upscale advertisers. Yet over the last few years listener ship is way down and ratings and revenues have begun to plummet. Management has hired the nationally acclaimed Media Consulting firm of Sachs and Cohen to make an assessment and recommend to the Board of K Sof ways that K Sof can reclaim its prominence in the Northwest. After an extensive market study it is determined that K Sof could become a more profitable station by changing its Classical music format to Urban Contemporary music.