The Times: Bridging the Old with the New

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CASE STUDY. It was April 2007, and Ray Hartley still had myriad unanswered questions in the lead-up to the launch of a new daily newspaper, The Times, in June 2007.

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The Times: Bridging the Old with the New: Abstract

The Times: Bridging the Old with the New is a case study by Thabo Mosala and Karen Alsfine.

It was April 2007, and Ray Hartley still had myriad unanswered questions in the lead-up to the launch of a new daily newspaper, The Times, in June 2007. As the editor, he debated whether the paper, with its online functionality, would be targeting a brand new market or actually be merely an extension of The Sunday Times’ existing market of over 130 000 subscribers. Resolving this question would inform many still uncertain issues, such as what form the daily paper would assume, its predicted performance relative to established daily papers, content compilation and, perhaps most importantly, whether it would generate an online market.

Teaching objectives

This case was written for use in MBA principles of strategy courses, especially addressing issues of online strategy

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