Madhyamam Newspaper: Which Way Forward?
(8 pages of text)
Madhymam was a Malayalam-language newspaper headquartered in Kerala, India. Launched by a conservative Islamic trust, much of the newspaper’s coverage and content were dictated by the trust’s conservative values. Though the high quality of Madhymam’s content was widely appreciated, this did not translate into the anticipated sales revenues. At least part of this shortfall was because of Madhymam’s public image as a pro-Muslim newspaper — an image that the newspaper’s management team had been making efforts to shed. Driven by its vision of becoming the largest newspaper in India, the management of Madhymam had been exploring various options to stimulate readership and sales. The task was made more difficult by the trust’s exclusionary policies on advertising, stiff competition from major local players, the entry of national players and the proliferation of regional news channels. In light of such challenges, how should Madhymam move forward?
The case will help students understand:
- The importance of aligning the business strategy and vision of a company.
- How dissonance between a controlling trust and growth-oriented management can influence business decisions.
- The difficulties posed by conservative organizational culture, which prevents quick adaptation to new business realities.
- How to leverage technology to tap into alternate channels for business growth.
This case can be used in courses on strategic management and business environment.
Information, Media & Telecommunications
India, Medium, 2012
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