Future of New York Times

The Future of the New York Times

Ashford University

BUS 620 Managerial Marketing

April 29, 2013

The Future of the New York Times

The future existence of newspapers, such as The New York Times has been the topic of discussion because high newsprint prices decrease in sales, decrease in advertising, and tremendous drops in circulation. The number of newspapers headed for closure, bankruptcy, or high volume of cutbacks has risen. The decrease in revenue because of competition from digital media has caused headaches for older print publishers (Tracy, 2006). This paper will discuss what Arthur Ochs-Sulzberger can do to revive the New York Times, and analyze how the paper can compete with digital media.

Reviving the New York Times

The New York Times faced difficult times after losing loyalty from customers after a loosely supervised young reporter Jayson Blair was found to have made-up dozens of his news stories (Bianco, Rossant, & Gard, 2005). The news spread through the world media like a wildfire placing The New York Times at the top of negative newspaper headlines. The values, ethical standards, mission, and goals of The New York Times is a vital factor in the way the company portrays itself to customers and competitors in the news industry. If Arthur Sulzberger wants to revive The New York Times he must work on the company’s image. The New York Times cannot expect to survive if its readers do not have faith in their journalism. Readers need to trust the journalist and the source of information. They need to know the journalist is providing them both sides of the story and not giving their own opinion, or the opinion of one side or the other. They need the writer to be biased, and will give the story to them straight. The New York Times, mission needs to be to deliver responsible and accurate journalism to the customers.

Competing with Digital Media

Four generations of Ochs-Sulzberger family have owned and operated The New York Times. Arthur...