POM Case 7

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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 SUMMARY
This 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)
ANALYSIS
The New Yorker, the weekly
magazine was popular within middle and upper middle
class people. As time passedby, the trends alsochanged
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
visual, aesthetic appeal. She changed the enduring

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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 toher
effort a lot of earlier burned out writers came back to
life. She had full trust in the 140 employees of The New

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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, andadvertising. 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)