The New York Times Company: a Case Study Analysis

5801 Words Jul 13th, 2015 24 Pages
THE NEW YORK TIMES COMPANY: A Case Study Analysis

John J. Head
WestCom Group Consulting Inc.

School of Communication
Telecommunications Management 4480
Western Michigan University
1903 West Michigan Avenue
Kalamazoo, Michigan 49008
November 8, 2012
©2012 John J Head

Source: New York Times Co.

Table of Contents

I. Historical Overview 1 Early steps 2 Diversification 3 Challenges, changes 4 II. Organizational structure 5 Table 1 5 III. Business Operations 6 Table 2 7 The flagship 8 IV. Financial performance 9 Table 3 9 V. Future outlook 11 Branding 11 SWOT analysis and other risks 12 Table 4 13 Demographics 15 Philosophy 16 i
Endnotes 18
I. HISTORICAL OVERVIEW

“All the News
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Their subsequent deaths, in 1869 and 1891, respectively, and the handing of the newspaper to their ill-equipped heirs nearly resulted in the paper’s failure. It was near bankruptcy in 1896 when a respected, albeit little-known, newspaper editor named Adolph Simon Ochs came on the scene.6 Despite his lack of formal schooling, Ochs had learned the newspaper business on the job as newsboy, printer’s devil, printer, and reporter. He was 20 when he bought controlling interest in and became publisher of the failing Chattanooga Times; hearing of the financial troubles at The New York Times, he offered to become publisher in exchange for a contract that would reward him should he achieve his goal of making the paper profitable for three straight years. One of his first decisions was to add the slogan “All the News That’s Fit to Print,” his commitment to avoidance of sensationalism and adherence to high editorial standards;7 but of particular note was his decision to respond to dwindling capital in 1898 not by raising the single-copy price of the paper, but rather by reducing it, from three cents to a penny. Paid circulation tripled within a year, advertising increased, and the paper turned a profit.8 As much to his business acumen as to his commitment to his readership, Ochs set The Times on a path of steady growth and profitability.

Diversification Ochs’ ill health and subsequent death in 1935 handed the reins of the paper to Ochs’ son-in-law, Arthur
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