In the summer of 2019, Mike Klingensmith, CEO of the Minneapolis Star Tribune, the Twin Cities metro region’s largest newspaper, reviewed subscription trends and plans for future experimentation. The newspaper industry across the U.S. had suffered a steep decline for the previous several decades as digital offerings supplanted print subscriptions. Under Klingensmith’s leadership, the Star Tribune had fared better than many papers, emerging from bankruptcy with a robust newsroom and with print profitable and digital growing. But given ongoing shifts in consumer media habits, flat EBITDA was still the best-case scenario that the Tribune could reach for. To meet this goal, Klingensmith and his team had put in place new digital offerings and had developed a number of creative additions to the print paper to offset subscription declines and print ad losses. Klingensmith believed that the plans they had put in place would allow the paper to survive in the new news landscape of the 21st century, but as he prepared to meet with the paper’s owner, a local, family-owned holding company, he wondered how confident he could be in his forecasts.
Citation:
Bower, Joseph L., Elizabeth Hansen, and Michael Norris. "Minneapolis Star Tribune." Harvard Business School Case 920-302, March 2020. View Details