Page 475 - The Case Lab Book

world where our consumption came from mobile as much as

anywhere else, where digital audiences outnumbered print,
and where as much as half our content was contributed or

submitted." Highfield.

His vision however, was brought forward to 2015, “as every one
of those predictions has been realised, they are actually coming

true now, or will in 2015, not 2020.” Highfield. For example in

2015 as much as 25 per cent of advertising revenues came from
digital in certain publishing units, up from 7 per cent in 2012.

Under the plan, editorial content would be produced 50/50
between journalists and readers and revenue would also be

split half and half between print and digital.

In addition Highfield aimed to create iPad versions of leading

titles as well as launching a series of websites that would bring

together under themes content from all Johnston’s titles.

JP had also identified 59 titles it considered to be "sub-core"
and potentially subject to disposal as it looked to pay down

debt and focus on digital and “preferred markets”. Three other

product categories were identified and incorporated into the

strategy as of "uber" importance, "primary" importance, and
"core" importance.