Harvard Case - 'The Story after the Story': The Los Angeles Time's Coverage of Arnold Schwarzenegger
"'The Story after the Story': The Los Angeles Time's Coverage of Arnold Schwarzenegger" Harvard business case study is written by Esther Scott, Alex Jones. It deals with the challenges in the field of Strategy. The case study is 32 page(s) long and it was first published on : Apr 1, 2005
At Fern Fort University, we recommend the Los Angeles Times (LAT) adopt a multifaceted strategy to navigate the evolving media landscape and maintain its position as a leading source of news and information. This strategy encompasses a blend of digital transformation, strategic partnerships, and content innovation, while prioritizing journalistic integrity and community engagement.
2. Background
The case study examines the Los Angeles Times' coverage of Arnold Schwarzenegger's governorship, highlighting the challenges and opportunities presented by a changing media landscape. The LAT, once a dominant force in print journalism, faced declining readership and revenue, driven by the rise of digital media and the changing consumption habits of its audience. The case also explores the complex relationship between the media and political figures, particularly in the context of a high-profile personality like Schwarzenegger.
The main protagonists are:
- The Los Angeles Times: A historic newspaper grappling with the digital revolution and evolving public perception.
- Arnold Schwarzenegger: A charismatic and controversial figure whose political career was heavily scrutinized by the media.
- The audience: A diverse and increasingly fragmented group with varying levels of trust in traditional media.
3. Analysis of the Case Study
To understand the LAT's situation, we can apply several strategic frameworks:
1. Porter's Five Forces:
- Threat of new entrants: High, due to the low barriers to entry in the digital media space.
- Bargaining power of buyers: High, as consumers have a wide range of alternative news sources.
- Bargaining power of suppliers: Low, as the LAT has access to a diverse pool of content creators.
- Threat of substitutes: High, due to the availability of free and alternative news sources online.
- Rivalry among existing competitors: Intense, with established players like the New York Times and the Washington Post vying for audience share.
2. SWOT Analysis:
- Strengths: Strong brand reputation, experienced journalists, extensive local knowledge.
- Weaknesses: Declining print readership, limited digital engagement, slow adaptation to technological advancements.
- Opportunities: Growth of digital subscriptions, potential for innovative content formats, expanding into new markets.
- Threats: Competition from online news outlets, declining advertising revenue, changing consumer habits.
3. Value Chain Analysis:
The LAT's value chain needs to be re-evaluated to focus on its core competencies in investigative journalism, local reporting, and in-depth analysis. This requires streamlining operations, leveraging technology to enhance efficiency, and building a sustainable digital ecosystem.
4. Business Model Innovation:
The LAT needs to explore new business models beyond traditional print subscriptions. This could include:
- Digital subscriptions: Offering tiered subscription packages with varying levels of access to content.
- Paywalls: Implementing paywalls for premium content, while offering free access to basic news.
- Content partnerships: Collaborating with other media outlets and platforms to expand reach and audience.
- Event-based revenue: Hosting conferences, workshops, and other events to generate revenue and engage the community.
4. Recommendations
The LAT should implement a multi-pronged strategy to address its challenges and capitalize on emerging opportunities:
1. Digital Transformation:
- Invest in a robust digital platform: Develop a user-friendly website and mobile app that offers a seamless experience for readers.
- Embrace multimedia content: Produce high-quality video, audio, and interactive content to engage a wider audience.
- Leverage data and analytics: Utilize data to understand audience preferences, personalize content, and optimize marketing campaigns.
- Develop a strong social media presence: Build a vibrant online community through social media platforms, engaging with readers and fostering dialogue.
2. Strategic Partnerships:
- Collaborate with other media outlets: Explore joint ventures with local and national news organizations to share resources and expand reach.
- Partner with technology companies: Collaborate with tech companies to develop innovative content formats and distribution channels.
- Engage with community organizations: Partner with local organizations to provide valuable information and resources to underserved communities.
3. Content Innovation:
- Focus on investigative journalism: Leverage its journalistic expertise to produce high-quality investigative reports and in-depth analysis.
- Develop niche content: Create specialized content for specific audiences, such as business, entertainment, and lifestyle.
- Experiment with new formats: Explore innovative content formats like podcasts, virtual reality experiences, and interactive storytelling.
4. Prioritize Journalistic Integrity:
- Maintain high ethical standards: Ensure all reporting adheres to the highest journalistic standards, emphasizing accuracy, fairness, and transparency.
- Foster a culture of accountability: Encourage open dialogue and feedback within the organization to promote accountability and ethical decision-making.
5. Community Engagement:
- Engage with readers through online forums: Create online platforms for readers to share their views and engage in discussions.
- Host community events: Organize events and workshops to connect with the community and gather feedback.
- Promote civic participation: Encourage readers to participate in local government and community initiatives.
5. Basis of Recommendations
These recommendations are based on the following considerations:
- Core competencies and consistency with mission: The recommendations focus on leveraging the LAT's core competencies in investigative journalism and local reporting, while aligning with its mission to provide accurate and insightful news to the community.
- External customers and internal clients: The recommendations address the needs of both external customers (readers) and internal clients (journalists), ensuring a balanced approach to content creation and audience engagement.
- Competitors: The recommendations consider the competitive landscape, emphasizing the need for differentiation through quality journalism, innovative content, and strong community engagement.
- Attractiveness ' quantitative measures if applicable: The recommendations aim to enhance the LAT's financial performance by diversifying revenue streams, increasing digital subscriptions, and optimizing operations.
- Assumptions: The recommendations assume that the LAT is committed to investing in technology, talent, and innovation to remain competitive in the evolving media landscape.
6. Conclusion
The Los Angeles Times faces significant challenges in the rapidly changing media landscape. However, by embracing digital transformation, forging strategic partnerships, and prioritizing journalistic integrity, the LAT can maintain its position as a leading source of news and information for the Los Angeles community. By adapting its business model, embracing innovation, and fostering a strong connection with its audience, the LAT can navigate the evolving media landscape and ensure its long-term success.
7. Discussion
Other alternatives not selected include:
- Mergers and acquisitions: The LAT could consider merging with or acquiring other media outlets to expand its reach and resources. However, this option carries significant risks, including potential cultural clashes and integration challenges.
- Complete digital pivot: The LAT could abandon print altogether and focus solely on digital platforms. However, this could alienate its traditional readership and potentially damage its brand reputation.
Key assumptions of the recommendations include:
- Continued growth of digital media: The recommendations assume that the digital media landscape will continue to grow and evolve, creating opportunities for the LAT to expand its reach.
- Audience willingness to pay for quality journalism: The recommendations assume that audiences are willing to pay for high-quality journalism, particularly if it is presented in engaging and innovative formats.
- Government support for journalism: The recommendations assume that the government will continue to support independent journalism through policies and regulations that promote a healthy media ecosystem.
8. Next Steps
The LAT should implement its new strategy in a phased approach:
- Phase 1 (Year 1): Focus on digital transformation, investing in technology, content creation, and audience engagement.
- Phase 2 (Year 2): Explore strategic partnerships and develop new revenue streams, such as digital subscriptions and content licensing.
- Phase 3 (Year 3): Implement innovative content formats and expand into new markets, while continually monitoring progress and adapting to changing market conditions.
Key milestones include:
- Launch a new digital platform: Within the first year, the LAT should launch a new, user-friendly website and mobile app that offers a seamless experience for readers.
- Increase digital subscriptions: Within two years, the LAT should significantly increase its digital subscription base, offering tiered packages with varying levels of access to content.
- Develop a strong social media presence: Within the first year, the LAT should build a vibrant online community through social media platforms, engaging with readers and fostering dialogue.
- Establish strategic partnerships: Within two years, the LAT should establish strategic partnerships with other media outlets, technology companies, and community organizations to expand reach and resources.
By following these recommendations and implementing its strategy in a phased approach, the Los Angeles Times can navigate the evolving media landscape and maintain its position as a leading source of news and information for the Los Angeles community.
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Case Description
On October 2, 2003, on the eve of a special election to choose a new Governor of California, the Los Angeles Times published a lengthy investigative article about allegations of sexual misconduct on the part of the leading candidate: movie star turned Republican gubernatorial hopeful Arnold Schwarzenegger. The result was surprising. As much as it made Schwarzenegger the subject of discussion, so too did it do the same for the Times itself. In part because it appeared within days of the election and, in part because of a history of criticism of the newspaper for what its critics alleged was a liberal political bias, the Times found itself having to defend publicly its decision to do what it understood to be a key responsibility of a major daily newspaper-scrutinizing the record of a politician. HKS Case Number 1790.0
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