Page 480 - The Case Lab Book
P. 480
In the case of The Scotsman its website had registered more
than three million unique users prior to the JP acquisition.
Post-acquisition JP broke up the development team of the
scotsman.com website, which they lauded at the time of the
takeover, and based the company’s online effort in
Peterborough, 300 miles away in the English Midlands. Where
once it had been one of the top sites worldwide on Google its
traffic to the relaunched website, scotsman.com failed as over
the following 18 months after the takeover traffic halved.
By December 2015 JP had completed the first phase of its major
structural change, by implementing its Newsroom of the
