The organizational effectiveness menu was used as a questionnaire with a sample of 26 radio station general managers. Each respondent was asked to rate the important of 60 effectiveness criteria and to choose the most important category. The results indicate that radio station general managers perceive the personnel and service/production categories as important in assessing organizational effectiveness, but that some also view selected financial criteria as important. Those managers whose stations have high Arbitron ratings and are larger in size (number of employees), place greater emphasis on profitability and less emphasis on personnel. The conclusion is that the larger radio stations may be overemphasizing short-term financial matters and neglecting criteria which may ensure adaptability and long-term survival, while smaller stations may be neglecting financial criteria which could limit their short-term survival.