The Los Angeles Tribune

Running Head: The Los Angeles Tribune

MGT 460 Leadership Priorities & Practice

Instructor: Ann Kitchen

Tasha Bourne

September 24th, 2012

The Los Angeles Tribune

The CEO of the Los Angeles Tribune has designated me to look at several issues plaguing the company and to develop a goal setting framework to identify possible solutions. Each one of these issues has impacted the company and could potentially cause major damage if not addressed. In this paper, I plan to address each issue by providing a goal statement, describe the corresponding strategies, tactics, activities, measures of success, and recommended goal measurements. The three issues I will discuss is the cost of paper is rising, the cost of distribution is rising and how advertising revenue is down, largely due to free online listings offered by Craigslist and other online advertising services. Let us first look at the cost of paper rising.

The cost of paper has risen over the years. The goal is to decrease the amount of paper used without affecting the quality, compromising the quality of the published material and increasing profits. The strategies to accomplish these goals, there are a few things that can be done. “Strategies define how a goal will be achieved.”(London, M., & Edward, M. p. 3.4) You can decrease the size of the paper by reporting only the main facts and relevant information. Some of the tactics should appeal to the needs of the people based on the economy by including a very large classified section for jobs. The activities will include contacting major companies and offering discounted advertisement for providing job openings to the newspaper a few days earlier may appeal to a broader audience. It is also recommended that the company seek out companies that can offer a better price for the printing paper or maybe even having the company invest in making the paper onsite. The way to measure the success would be to determine how much revenue was saved by...