The Future of the New York Times
BUS 620- Managerial Marketing
Pro. Mary Wright
July 29, 2013
The New York Times cannot compete with digital media and still deliver the best quality news because as stated by The Future of The New York Times (2005), “Advertising accounts for almost all of the digital operations revenues”(par.32). Much of the revenue from newspapers come from classified advertising, but the majority of this form of advertisement has moved to the Internet. Individuals and companies seeking to buy or sell products and services now us sites like Amazon and Craigslist, also job opportunities are posted on site like Careerbuilder.com and Indeed which has mad it hard for giants like The New York Times to compete. Marketers have utilized the innovation of clicks per ad, this how can the innovation allows Markets to monitor how my people click on their ads and if that click resulted in a purchase, it is a great way for marketers to better target their audience. For example an ad on Facebook can track individuals based on location, demographics, gender, etc. Along with the falling ad revenue its print circulation is dwindling too but it is not just The New York Times, Statics from the US Audit Bureau of Circulation show that total daily US newspaper circulation has declined by almost a quarter since its peak of 63.3 million in 1984 to 10.6 per cent in 2009 to around 44 million (Perez-Pena, 2009). Even though The New York Times print circulation ads are dwindling, according to The Future of The New York Time (2005) “A majority of the paper’s readership now views the paper online, but the company still derives 90% of it revenue from newspapering” (Par.37). In order for Sulzberger to revive the newspaper they must embrace digital product offerings and let go of how they are accustom to selling information.
The challenge The New York Times face, with so much free access to information online, how will...