Strategic Planning at the Chronicle Gazette
Decline of the Newspaper Publishing Industry
Declining Circulation and Revenue
Status of Leading Newspapers
Reasons for Decline in Circulation and Revenue
Economic Factors
Political Factors
Demographic Factors
Technological Factors
Porter's Model
Strategies adopted by different Companies
Steps to be taken by the Chronicle Gazette
Form a Website
Minimize Cost and Increase Efficiency
Organization Structure
Adopt Digital Technology
Susan Feiman is the publisher of The Chronicle Gazette, which is one of the most prominent newspapers of the United States. It has gained huge popularity among the people and is being circulated at high levels. This newspaper is recognized as a top class newspaper and the work of its writers has been highly appreciated. However, there has been a great decline in the circulation and subscription of the newspaper for the past few years. In the past eight years, the subscription of the newspaper has fallen to a great level and because of this downfall in the subscription of the newspaper; the advertising revenue has also declined. This decline in the subscription and revenues is affecting the entire publishing industry. Even the great newspapers such as the New York Times and The Wall Street Journal are suffering.
Goal of the Report
The basic goal of strategic planning is to be aware of the external environmental changes such as the economic, political, social and governmental changes, which can affect the newspaper industry and prepare the organization to deal with these changes. At this age of rapid change, the business industries should take necessary measures and adopt certain strategic policies which could help them survive in the changing environment.
Another important goal of strategic planning is to provide useful suggestions and steps to the Chronicle Gazette so that it can improve its subscription and circulation. It will go through the current and future position of the United States newspaper industry and will also focus on the points that have led to the downfall of the industry. It will provide the detail on what strategic policies different companies are adopting in order get over the losses they have faced by considering both the external and internal factors which are affecting the industry and the circulation of the newspapers. The paper will provide The Chronicle Gazette ways through which it can improve its position and circulation.
Decline of the Newspaper Publishing Industry
The newspaper publishing industry is facing a severe decline in its subscription and circulation due to the internet revolution. The newspaper publishers are facing serious challenges due to destabilizing consequence because of the growing popularity of the internet. One of the major reasons for this downfall is that the news that was traditionally controlled by the newspaper industry is now freely available to the public through online websites. The people are no longer interested in buying a newspaper as they can get all the information and news through the online websites without any charges.
Declining Circulation and Revenue
The newspaper industry is declining faster than any other industry in the United States. This decline of the newspaper industry is due to the internet revolution and the advancement in technology that has diverted the people's attention from the out of date newspapers to the online websites providing latest news and information.
The major reason for the crisis that the newspaper industry is going through is due to the immense decline of the nation's economy which has highly affected the distribution and circulation of the newspapers. The total advertising revenue of the newspapers fell 16.6% in 2008, due to the increasing trend of online advertising. All the profits of the newspaper depend on the sales and distribution of the newspaper. In order to increase the profits, the newspaper industry should come up with some creative and beneficial strategic policies.
Over the past few years, the readers of the newspaper are more attracted to the online websites. A large number of people are using internet free of cost to get access to news and information. Due to the increasing demand and popularity of the internet people are able to reach almost anything they are looking for without even paying any charges. The news about anything and everything is easily available online. The majority of these sites do not charge any fee for providing news online. As a result, people are more attracted to these online websites and the number of people willing to pay for the newspapers is decreasing which is badly affecting the newspaper industry.
Strategic Planning at the Chronicle Gazette The Declining Newspaper Readership The Strategic Planning The Reestablished Mission of the Chronicle Gazette The Human Resource Planning The Importance of Strategic Planning The Evaluation Criteria The Anticipated Needs of the Organization The Strategies of the Competitors Internal Assessment of the Chronicle Gazette Strengths Weaknesses External Assessment of the Chronicle Gazette Opportunity Threats Proposed Strategic Plans for the Chronicle Gazette The case study presents a detailed and structured analysis of how the preferences of the newspaper reader shifted from the
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