Page 615 - The Case Lab Book

At its heart digital media is local, national and international in its coverage.
Against this JP has to achieve the tailoring of its news offering to each
segment. This however, is in some doubt as it centralises its editorial staff
and web facilities whilst expecting them to take onboard new skills and
techniques required of digital production.

The Scotsman experience should have pointed to the need to nurture web
presence.

Products & Processes

Products and processes would appear to be at odds at JP. Will digital make
obsolete printed media? The short answer is yes but a vestigial element will
persist. This will probably result in remaining news print attracting a higher
premium with higher quality input.

However, the digital product with its multiple applications and uses will
need to avoid the concept of one-size-fits-all philosophy where content is
constructed using the lowest common denominator with customer wants
and needs subsumed by expediency.

Employees

At the heart of the news media industry is the journalist who provides the
news content and analysis. But JP has attacked its costs by reducing the
journalist and editorial base of its operations whilst centralising their
functions. The fear of journalists is that their workloads will increase as will
the demands for them to perform non-traditional tasks.

If you ask people to work longer and do more in the same time then the
inevitable is that quality falls.

ANSOFF MATRIX

Market Penetration