Newspaper Industry Change History Pdf - PDF by fls96337


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                                                                opinions, points of view, impressions

              Industry Transformation
              Cartoonist Gary Larson probably                         significantly more likely. the newspaper industry
              never knew he was a newspaper futurist. one             faces a pressing need to develop these capabilities.
              of his brilliant cartoons depicts a convention              Disruptive trends, such as Web logs, classi-
              of anthropomorphic dinosaurs listening to a             fied-killers like eBay and craigslist, and freely
              stegosaurus presenter.                                  distributed newspapers threaten key pieces of
                  “the picture’s pretty bleak, gentlemen,” the        most newspapers’ profit pools. the continued
              stego says. “the world’s climates are changing, the     erosion of readership in the face of shifting
              mammals are taking over, and we all have a brain        technological and demographic trends promises
              about the size of a walnut.”                            future pain. as is always the case, these threats
                  Pick any newspaper convention, substitute           could be opportunities if properly positioned.
              publishers for the prehistoric beasts, new media            With innosight’s guidance and under the over-
              for the mammals, and that observation—minus             sight of the project’s managing director, stephen t.
              the comment on intellect—can sum up most of             Gray, former managing publisher of the Christian
              the newspaper gatherings we have attended lately.       science Monitor, and chief operating officer and
                  But this is not a column on the gradual, or         editor of the Monroe (Mich.) Evening news, we are
              perhaps even precipitous, demise of newspapers.         assembling a task force of industry thought-leaders
              this is an invitation to participate in a vision of a   and visionaries to develop and assess:
              new newspaper, or “newspaper next.”                         + the threat to newspapers in the

                  Life was different on that september day in         next decade, including emerging
              1946 when 28 managing editors gathered around           competition
              a table at Columbia University in new york City             + opportunities for newspa-

              to inaugurate the new american Press institute.         pers, including implementation
              in those days, education was rare in the industry       of available new technology
              but valued by aPi founder sevellon Brown, editor            + suggested executable new

              and publisher of the Providence Journal and             business initiatives—products,
              Evening Bulletin.                                       services and strategies—with a
                  as we approach aPi’s 60th anniversary, we           detailed rationale for each
              see a new role for the institute as a catalyst,             + recommendations

              forum and laboratory for industry innovation.           for managing change and
              Much as the naa-funded readership institute             accepting risk.
              charted a course to reverse the decline in news-            the envisioned result
              paper readership, aPi is accepting the challenge        will be no less than new
              to conceive, communicate and test new business          business models for newspa-
              models for newspapers in the next decade.               pers, attainable in the next five
                  We do not plan to do this alone or take an          years...the “newspaper next.”
              ivory-tower approach. We have engaged Harvard               We are at a strategic inflection
              Business school professor and innovation strate-        point in the industry that, if
              gist Clayton Christensen and his innosight group,       business history is a predictor, will
              including noted newspaper strategist Clark              render us swiftly irrelevant. But we
              Gilbert, as a lead partner. innosight, located in       can reshape our industry’s future today
              Watertown, Mass., helps companies discover new          and actually have a bright tomorrow.
              products and services, and build the capabilities       the way ahead is “newspaper next:
              to launch them—making successful innovation             the transformation Project.” ‹


68	   PRESSTIME | november 2005

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