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New York Times Company

Business Policies Case
by

Brandon Keen

on 7 December 2012

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Transcript of New York Times Company

By: Brandon Keen, Mathew Geiger, Dave Rakowski, Tom Ziegler New York Times Company Strategic Issues Digital Space Maintaining Market Position
Timeline of Events 1851 2012 General Environment Founded in New York City by journalist and politician Henry Jarvis Raymond and banker George Jones The NYTC is an industry leader in the Print media sector as well as top performer in global news provision . Demographics Economic Global Technological Industry Environment Characteristics of Company Market Size Growth Rate Scope of Rivalry Product Differentiation Porter's 5 Forces Model SWOT Analysis Strengths Weaknesses Opportunities Threats New York Times Core Purpose Corporate-Level Strategies Questions or Comments Thank you! 1967 The Ochs-Sulzberger family ownership takes the company public on the NYSE.
Decade of growth ensues. Tech Boom
Youth culture: Immediate results
Explosion of social media in last decade Experiencing a global recession
Current pattern and rate of our economy, inflation rates will increase as well as exchange rates and tariffs.
The general growth or decline of the economy
Economic crisis of the late 2000s has had a tremendous negative effect on a vast array of many organizations. Socio-Cultural This consists of the awareness of and compliance of values, beliefs, and lifestyles of society.
Changes in society can create opportunities for and threats to an organization’s growth. This can either cultivate extreme growth for the company or diminish their profits.
Include trends in demographics such as population size, age, and ethnic mix, as well as cultural trends. Technology has a tremendous impact in the life-styles of possible customers, innovative marketing strategies, and newly developed distribution plans.
Focuses on improvements in products and services that are provided by science and technological innovations. Predict globalization patterns to keep the company on top of these changes. Cultural diversity is a huge part of future business practices as companies begin to expand worldwide and across the globe. International business is growing at a strongly increasing rate as many firms realize it is so profitable on both ends. "The New York Time's core purpose is to enhance society by creating, collecting and distributing high-quality news, information and entertainment." Younger generations look to online news sources immediate results and information
Print subscriptions decreasing in favor of digital alternatives
Other news conglomerates
Gannett Co. Inc
News Corporation
The Washington Post Company
Blogs
Social Networks
Internet Giants
Google
Yahoo
Microsoft Fast-paced, highly competitive market
Start ups common and dangerous to profitability
A profitable online product must exist to stay relative
Transition from print leader to online news provider Dependance upon prestigious name and illustrious history
Facing Increasing competition from better aligned competitors
Ex. Gannett Co., Inc
News Corporation
The Washington Post Company Perceived Quality from NYT brand
Employee Talent
Customer Loyalty
Relationships with advertisers Slow transition to digital
Dual stock system
High staff turnover
Decreased advertisement revenue
Shrinking customer volume of printed newspaper Tablet Market leads to increased online news readership
International Expansion
Further diversification
Option to sell any "non-core" business units Substitute products
Top Three News Corporations
Blogs
Internet Giants
Social Media Sites
Effects of the Economic Recession Key Considerations and Recommendations Clearly set future goals
"The company is going to do what the family wants it to do"
Continuous innovations and differentiation strategies
Predict new competitors
Company History Bargaining Power of Suppliers Threat of Entry Bargaining Power of Buyers Threat of Substitute Products Rivalry Business-Level Strategies Diverse Media Includes: Newspapers
Magazines
TV & radio stations 1995 Launched domain of nytimes.com Financials Print media readers, predominantly baby boomer generation.
NYTC: 3rd largest daily newspaper in the United States
One of three major News publication companies Primary competition in: Publishing Industry
Also in: "Internet content provider" sectors and "information collection and delivery"
This includes everything from Blogs, to websites, to Gannett, News Corp, and The Washington Post The NYTC must continue to expand its reach
Growth in new markets
Online expansion NYTC made up of numerous facets:
Print media: NYT, International Herald Tribune, Boston Globe + 16 others
Online: About.com, Consumerresearch.com, Behneem.com, + holdings in various other media companies
Co-owner in Discovery Civilization Channel
Part owner of New England Sports Network Low Threat of entry from Print Media. Sector made up of major corporations that are well established
High threat level in online space:
Everything from Blogs, to website news channels, to social media platforms affect the NYTC's market share.
Ease of start-up Costly to change providers
Limited amount of replacement suppliers able to match current output
Large investment of capital the company does not have Extremely large number of substitutes available
Simple process of using different online provider
This applies to both Print and Digital News Threat of substitutes is major problem for the NYTC
Blogs, website news providers, different news corporations
Lower cost/ no cost providers exist
Major Rivals in Newspaper Publishing Sector:
Gannett Co. Inc
News Corporation
The Washington Post Company
All offer very similar products at relatively same costs
This makes it such an important responsibility for the Times to keep its coverage attractive and relevant to their current market and appeal to a new reader base. Focus on digital
Using brand strength to maintain circulation revenue
NYT: Subscription price increases to counteract decreases in circulation= stable circulation revenue
2 major revenue streams: Advertising related revenue and circulation unit sales
Online Media: Increase advertisement across all platforms
Maintain About.com profitability
Strategic Alliances and Joint Ventures
Monster, QuadrantONE Key revenue stream: Advertising
Poor economic performance leads to reduced advertising revenues
16.2% drop in advertising revenue 2008
34.7% drop in Classifieds ad revenue
Net Income decreased 82.1% since the third quarter of 2007
Net Profit decrease:
1998: $505million
2007: $185million
At Third Quarter 2008:
$46million in cash
$1.1billion in debt
Ochs-Sulzberger family majority control
Diversification of revenue revenue streams,
Strong Asset portfolio management in order to strengthen core operations and enhance digital presence.
High quality content
Fair treatment of employees based on respect, accountability and standards of excellence.
Good corporate citizenship. Present Day
NYTC made up of two main business units:
News Media Group: Print holdings
About Group: Diversified holdings and online presence
2011 revenues of $2.3 billion,
Stock Price as of Dec 1. 2012: $8.09 a share
2011: Posted Net Loss of over $40 million
Full transcript