alexa A plan for a US newspaper industry counterattack against disruptive innovators.
Social & Political Sciences

Social & Political Sciences

Journal of Mass Communication & Journalism

Author(s): John Sterling

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Purpose – Firms offering a variety of disruptive innovations – for example, – are successfully undercutting the traditional newspaper business model; this paper aims to describe a unique mode of counterattack. Design/methodology/approach – The American Press Institute (API) recognized that the transformation taking place in the newspaper industry was a textbook example of disruptive innovation, as described by strategist Clayton Christensen. Working with Christensen and his colleagues at the consulting firm Innosight, API developed a counter‐offensive program customized to the issues and changes facing newspaper companies. Findings – The paper finds that the Newspaper Next Game Plan is essentially a strategic framework designed to enable newspaper organizations to structure and prioritize their approach to both the core business and the disruptive innovation opportunities that will drive long‐term success and growth. Practical implications – API's newspaper‐centric version of the innovation methodology focuses on researching the needs, that is, the “jobs to be done,” of discrete sets of non‐users of the core products. Originality/value – The paper offers a helpful guide for any industry beset by disruptive innovation. For the newspaper industry there is a radical lesson: serving non‐readers will require newspapers to build audiences by fulfilling “jobs to be done” that go beyond the core function of reporting the news.

This article was published in Strategy & Leadership 36: 20-26. and referenced in Journal of Mass Communication & Journalism

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