If you don’t live in Chicago or Los Angeles you might have missed a recent set of stories about problems in the newspaper industry. The Tribune company (owner of Chicago Tribune and 9 other papers) also owns the LATimes. Like the New York Times company, Dow Jones and many other newspaper companies, the last 2 years has seen the equity value of Tribune plummet. Newspaper margins have been narrowing, caused by rising competition from new entrants, such as Google and other on-line sources as well as more nimble local competitors and brazen new business models from the likes of oil and railroad billionaire Philip Anschutz (articles here, here, and here). All traditional competitors have been cutting costs, including big layoffs.
Recently, this created an enormous bruhaha between the publisher and top editor at the LATimes and the owners in Chicago. This week things took another difficult step as the Tribune fired the LATimes publisher (article here) for outspokenly disagreeing with top management. The newspapers are reporting on themselves as they discuss the difficulties being encountered inside the executive suite – as well as by competitors (additional coverage here).
The problem is that these companies are following other large newspapers in trying to wring more blood out of the proverbial stone. Margins are down, and the answer they’re trying to implement is "more, better, faster" of what they always did. But, as the fired Times publisher recognized, when you try to get more out of a broken business model by working it faster and harder, all you get is worse results quicker. You can’t fix a failing Success Formula by trying to operate it better, or faster, or with fewer resources. Those actions just help you fail faster.
The problems in these newspapers, like all newspapers, relate to more competition for readership from the internet and other targeted news products. The old big-city newspaper "natural monopoly" has been erased by these new players. As a result, subscribers are declining – especially in coveted younger demographics (see article on shifting readershipfrom 2005! here). That leads to lower advertising rates and dollars, because who will pay for declining readership? Why pay $75 for a classiifed ad for your used cars when you get one, with pictures, from Vehix.com for $39? Why buy full page movie ads for one shot at viewership when you can get a week of repeated hits on Yahoo!? So ad dollars have been moving to on-line media, and other new competitors. All the fighting inside the newspaper companies about how many writers, or copy-editors or salespeople to lay off this quarter or next does not address the broken Success Formula. It only creates a huge opportunity for the new competitors to continue stealing customers and growing.
Lock-in can kill any business. Even the most venerable. When market Challenges emerge that create a need to redefine the Success Formula, only the companies that Disrupt themselves and move into White Space will re-create success. More, Better, Faster just creates more problems, and a vicious cycle that eventually leads to the Whirlpool of failure. The LATimes has had 12 publishers in 120 years – and now 3 of those have been put in place in the last 5 years by the Tribune company. Changing the captain will not change the destiny of a ship Locked-in on a course headed right for an iceberg.