Page 10 - Newspaper of the Future Teaching Guide

CASE RATIONALE

This case study The Newsroom of the Future is a teaching case
providing some help and interpretation of the information provided on
each page for the user to access immediately.

The newspaper industry is undergoing fundamental change which is
placing extreme pressure on their existing business model. How they
respond to this pressure is critical to their survival.

So trying to make an under-resourced, cash-starved Scottish newspaper
stand out from all of the others, and compete against their editorial
budgets, is an impossible task.

But what many folk must wonder is this: how do you produce top-class
editorial and expect to attract an audience, either in print or digital, when
you’ve got rid of so many journalists, the very people who can originate
distinctive material?

Case Usage

The case was developed and used with both under graduate and post

graduate students on Marketing, Strategy and Finance courses. It is a
case designed to be used as an examination or coursework case or to
allow in-class work to be carried out and discussion to be developed in

general or through specific role allocation.

LEARNING OBJECTIVES

- Appreciate the changes occurring in the industry
- Appreciate the role and function of advertising revenue and sales
circulation