New York Times 3

Question .2) Evaluate the initiatives that have been perused to counter the threats of a changing media world?

Answer- At that time Media world was changing drastically and it was the major threat for any company. Similarly, NYT co. wanted to take some initiatives to overcome the threats which they had to face in the changing media world. That time there was huge competition in the market (USA Today and the wall street journal), and even NYT was in the race and was making huge expenditure for development and attracting consumers towards their newspapers. They performed different activities to get advantage over threats as they added new sections as well as the color segments on different pages of newspaper so as to redesign the paper and they also elaborated the content in terms of quantity and the quality, and add different pictures according to the articles and content so as to make it more attractive and innovative. Reporters were also trying to experiment to transform presentation of newspapers stories with the new media as television because Sulzberger realized that as the media world is changing , the future of broadband world will be mastered by three different skills that’s is Print ,Internet and Video which will be dominated in future. NYT also made many new appointments in the high level hierarchy and all the newsroom workers have to now report to the new boss. Times also emphasized on complaints and criticism from outside so that they can be improved and be a better management. Keller also upgraded its global culture coverage by adding 20 writing and editing jobs so as to get the best staff into and make a suitable environment within newsroom. NYT also did some acquisitions and collaboration in order to increase their distribution and circulation with cultural coverage such as NYT acquired full control over International herald Tribune  so as to add a global dimension to its growth strategy. It collaborated with cast of print reporters as they have experience of work for Frontline, Nova and other programs. They also moved towards distribution as they were in production only, with the half ownership with the Discovery communication Inc. Sulzberger also invested lots of money into the Times as NYT has always believed in Investing huge amount of money so as to change the structure and to get a good position of journalist authority and news organization in the world. They use Turnaround strategy for the appointment of new people so as to get well qualified staff and always try to motivate them by which they can secure and strengthen their position in market. Turnaround Strategy involved an effort which is done over a period of time so as to strengthen and secure a position of firm’s different competencies and returning it to profitability.