a strategy simulator for newspapers: overcoming “silos” to do whole-enterprise planning gary...
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A Strategy Simulator for Newspapers: Overcoming “Silos” to Do Whole-Enterprise Planning
Gary Hirsch, Vincent Giuliano, Melody Winnig International System Dynamics Conference
New York
July 22, 2003
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Challenges to Newspapers
• Declining readership and advertising market share• Downward spiral, cannibalism; consolidation had
reached its limits• Mired in traditional management model--
functional silos• Cautious exploration of online opportunities, but
clash with print-dominated thinking
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Purposes of Simulator
• Help newspapers examine management issues from strategic, whole-organization perspective– capital investment and technology
– staffing
– marketing, pricing, promotion
– content (editorial/advertising mix, special supplements)
• Understanding dynamics of online business– totally unfamiliar to newspaper managers
– learn through management gaming
– difficult, because “game” was a moving target
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Purposes of Simulator (Cont’d)
• Explore transition to online– Investments required to build critical mass
– Coordination with print operation (e.g., advertising sales, use of editorial content)
– Begin thinking about strategy at the enterprise (media company) level
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Development
• El Universal of Caracas, Venezuela served as laboratory for development and testing– 150,000 daily print circulation
– ambitious online activity
• Miami Herald provided additional insights and evaluation
• Belo chain, Arizona Central Group provided additional evaluation and feedback
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