CASE STUDY – 7

IT’S A NEW DAY FOR THE NEW YORKER

Submitted to,

Prof. Abhilash G N

Submitted by,

Nivin Vinoi

P14199

PGDM - B

Submitted in: 19/07/2014

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EXECUTIVE SUMMARYThis case is all about “The New Yorker” once-

proud prince of upper-scale publications whose circulation goes down dangerously low and was on the verge of becoming a pauper. At that time Tina Brown stepped into New Yorker as editor which give a new start and hope for the weekly magazine.

(Word count: 50)

ANALYSISThe New Yorker, the weekly

magazine was popular within middle and upper middle class people. As time passed by, the trends also changed and due to this New Yorker was on the verge of closing t due to low circulation. So they needed a facelift to get rid of it. At that time Tina Brown entered into the organization as editor-in-chief. She was powerful, ambitious, controlling, and even outrageous. She was a modernized editor comparing with other ordinary editors. She always have different viewpoints. She did a lot of changes and updated all parts of the organization.

As part of Brown’s plan for reimaging and recreating The New Yorker, she added colour and photography to enhance the magazine’s

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visual, aesthetic appeal. She changed the enduring symbol of the New Yorker. Through this she built up curiosity among the consumers and it led to increase in there circulation. She started a new column in the magazine called “Letter to the New”. Through this she showed the viewers that they are not an aristocratic weekly but they cares about them and have values for their responses. These factors helped New Yorker to develop social good will and social acceptance. She bring new technological improvements by bringing Macintosh desktop publishing equipment to do its layout. The most obvious change she done was in language. She changed the slang and obscenity. I think that at that time most of the journals used Queens’s slang that is used only by royal family members. But among common man this slang is not much popular. So by changing the slang to common man language she made more social acceptance. She was planning to make provocative portraits of people. Maybe that’s why she changed the language used.

As a leader she was very successful. She have lot of innovative ideas and she executed it very well. She was well planned and due to these plans she always succeeded. As a person she inspired and influenced lot of her employees. Due to her effort a lot of earlier burned out writers came back

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to life. She had full trust in the 140 employees of The New Yorker, that’s why she doesn’t changed or appointed new employees. There were people who doesn’t like her and her ideas too. These people resigned from company. But she had no time for looking into all these matters. She only cares about who all are with her, not people going away from her. She doesn’t believed in traditional hierarchical type organization. The owners of the magazine trusted her very much. That’s why they gave full freedom for her in the organization.

Their trust on her doesn’t gone vane. The New Yorker went up as a potential threat in every field like staff, readership, and advertising. Within six months circulation climbed 20.8% to 758,976 and news-stand sales doubled from 20,006 to 40,427. In addition ad pages increased by 16.7%. These all figures show as an editor-in-chief how successful was Tina Brown in The New Yorker.

(Word count: 500)

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