Performance Management

Leadership, will provide

Performance management: Addressing three critical problems at the Los Angeles Tribune

A decline in advertising revenue

A loss of advertising revenue is one of the most critical concerns for the Tribune, given that without advertising the paper cannot function in either the short or the long-term. Unfortunately, because fewer people are reading print newspapers, advertisers are shifting online to venues which offer larger audiences and which are often free. The paper must convey the unique value of advertising through the Tribune to advertisers, given its audience and general outreach (Chapter 3, 145).

In the short-term, calculating the needed increase in overall revenue is of paramount importance. In the long-term, given the likely trends regarding advertising in the newspaper world, the desire to advertise in print at all will likely evaporate. Instead of fighting these trends, the Tribune must grow its online advertising base. Offering a...
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