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“ All The News That's Fit To Print” Redesigning  the newspaper for a more  Reliable  tomorrow PREPARED FOR: PROFESSOR CARTER DR. KEIFER  DR. MATTA PROFESSOR WRIGHT PREPARED BY TEAM 5 PM: DOWNEY, KEVIN IRWIN, SARAH JONES, KRISTOPHER SNYDER, JEFFREY ZAHEDI, REZA The New York Times
Executive Summary Introduction Company and Industry Analysis Recommendation: Advertising  Recommendation: Education Future Outlook Recommendation: Internet  The New York Times has been known as the pinnacle news source of all United States publishing companies.  Delivering first-class news since 1851, The New York Times has created loyal customer base and high brand equity. However, since the turn of the century The New York Times and the publishing industry as a whole, has faced declining circulation and revenue due to the technological wave and the declining economy.  The New York Times has been doing many things to boost sales and increase revenue through online capabilities but there is much room for improvement.  By implementing a way in which to increase advertising revenue, The Times will gain a higher profit margin and maximize shareholder’s wealth.  The New York Times can gain higher advertising revenue by maximizing capacity on their interface for advertisements, decreasing current advertising costs by 10%, and boosting inside sales to enhance client base.  Expanding the growth of The New York Times current market is an excellent way to increase sales and circulation.  Creating a more proficient way to enhance education and values by utilizing The New York Times paper in education will establish a higher market share and heighten sales.  With the installment of a trained sales team, advertisements, and new online features, the use of The New York Times in education will be a must-have entity.  The New York Times offers many free user capabilities which in turn has dropped revenue.  The NYT website is available anywhere in the world free of charge.  This has caused many people to discontinue their printed paper.  Creating a NYT insider monthly account, consumers will pay a small fee for access to the full daily newspaper online and have the capability to download the paper as well.  The website will still be available on a limited basis for free, however to gain full usability an insider subscription must be purchased.  Implementing this feature will maintain high customer relations and boost revenue.  The New York Times has a great opportunity to implement strategies to achieve higher revenue while still maintaining high brand equity.  Assuring top-notch news in an efficient manner has always been the New York Times first priority. Utilizing these recommendations to increase advertising revenue, amplify market share, and development of an insider account online will maximize net income and shareholders wealth.
Table of Contents Executive Summary…………………….………………………………………….............................................2 Table of  Contents………………...……………………………………  ….……………………………………..3 Company Analysis………………..…………………………………………………………………………….………….......4-7 Industry Analysis………………………………………………………………………………………………......8-10 Recommendation 1: Advertisements Advertisement Problems……………………………………………………………………....11-12 Newspaper Advertisement Revenues………………….………………………………….…13 Increasing Advertisement Revenues………………………………………………….…...…14 Recommendation 2: Newspapers in Education Mission Statement……………………………………………………………………………..15-16 Advantages and Problems…………………………………………………………………….17-18 Recommendation and Implementation……………………………………………………....19-20 Recommendation 3: Increasing Internet Revenues Current Offers…………………………………………………………………………………..21-22 Disadvantages for  the Online Paper………………………………………………………...23-24 Internet Increases…………………………………………………………………………..…..25 Pay-Per View……………………………………………………………………………………26 Future Outlook…………………………………………………………………………………………………..…27-28 References…………………………………………………………………………………………………….......29-30 Appendices…………………………………………………………………………………………………………31-33 Introduction Company and Industry Analysis Recommendation: Advertising  Recommendation: Education Future Outlook Recommendation: Internet
Company Analysis
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Competitive Advantages- NYT Mission Statement and Core Purpose  “  To enhance society by creating, collecting and distributing  HIGH  quality news , information and entertainment.” Introduction Company and Industry Analysis Recommendation: Advertising  Recommendation: Education Future Outlook Recommendation: Internet  Source: Google Images
Competitive Advantages- NYT ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Internet revenue has been  INCREASING 2%  from year to year as part of total company revenue Introduction Company and Industry Analysis Recommendation: Advertising  Recommendation: Education Future Outlook Recommendation: Internet  ,[object Object],[object Object],[object Object],[object Object]
Segmentation of The New York Times ,[object Object],[object Object],[object Object],[object Object],[object Object],The New York Times Media Group The About Group ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],The New York Times Segmentation Introduction Company and Industry Analysis Recommendation: Advertising  Recommendation: Education Future Outlook Recommendation: Internet  Source: NYTCO.com
Industry Analysis
The reasons for the slight dip  in percentage from 2007 to 2008 could be from a decline in Net Income, or an increase in Sales.  Based on  The New York Times financial statements, net income has severely declined from 2007 to 2008; from  $208.7 to -$57.84  million, causing this decline in Profit Margin.   (Jesdanun,,2009) Profit Margin Leverage   ( Equity Multiplier ) Gannett News Corp. Industry Analysis The equity multiplier is a way of examining how a company uses debt to finance its assets.  A higher equity multiplier signifies the use of  more  DEBT ,  and   more RISK .    Throughout 2008, along with their competitors,  The New York Times  has significantly  decreased   their equity ,  increasing leverage and financial risk. Introduction Company and Industry Analysis Recommendation: Advertising  Recommendation: Education Future Outlook Recommendation: Internet  Source: Market Watch Source: Market Watch Market Cap (millions) 2007 2008 New York Times  2326   767 Gannett  7940  1440 News Corp.  70000  5810 The overall  VALUE  of these firms has been  DECLINING  since 2007.  (MetaPrinter,2008)
"Natural societal things are going on," said Steve Lerch, a newspaper advertising buyer for Campbell Mithun of Minneapolis.  "You can't take a  half-hour  to read the newspaper and eat a bowl of cereal in the morning .” People aren't eating cereal anymore, either. I know -- I have General Mills as a client. People are eating yogurt bars on the way in to work.“ (NYTimes,2009) ,[object Object],[object Object],[object Object],[object Object],Industry Analysis- SWOT ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Introduction Company and Industry Analysis Recommendation: Advertising  Recommendation: Education Future Outlook Recommendation: Internet
Recommendation 1: Advertisements  and Promotions
[object Object],[object Object],[object Object],National advertising revenue  is accountable for over  50%  of total revenue  for New York Times Media Group.  Focusing more attention to retail and classified will diversify their portfolio and increase total revenue . ( Marketing Charts,2009) Current Advertising Revenue Advertising Distribution Advertising Problems  Introduction Company and Industry Analysis Recommendation: Advertising  Recommendation: Education Future Outlook Recommendation: Internet  Source: NYTCO.com Source: NYTCO.com
[object Object],[object Object],"The  disruptions  of the global economy are  affecting all businesses and industries , especially companies, such as ours, that generate a significant portion of their revenues from advertising,"  -Janet Robinson, chief executive   (Jesdanun, 2009) Newspaper Advertising Revenues Introduction Company and Industry Analysis Recommendation: Advertising  Recommendation: Education Future Outlook Recommendation: Internet
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Recommendation-  Increase Advertising Revenue Recommendations ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],“ For over a century, the nation’s  most sophisticated readers have trusted The Times for its integrity and sound judgment. And is it the influence that made The Times the  most effective  vehicle an advertiser can find. Whether you simply want a place a classified ad or you’re an advertising professional overseeing a large campaign, you can  expect unparallel results  when you advertise in The New York Times.” -  The New York Times ,[object Object],[object Object],[object Object],Introduction Company and Industry Analysis Recommendation: Advertising  Recommendation: Education Future Outlook Recommendation: Internet
Recommendation 2: Newspaper in  Education
"The New York Times is the  most comprehensive source available   to my global studies students for accessing current international issues. No other source (print or electronic) comes close to The Times. The writing is superb."  -- Dr. Robert Kovach, global studies teacher, Schreiber High School, Port Washington, N.Y. Source: New York Times The Foundation maintains a nationwide system of cooperation between newspapers and schools designed to  enhance   student   achievement   and  appreciation   of the First Amendment in a variety of subject areas through the use of newspapers and other media. The Foundation provides resources and training on using newspapers in schools and helps newspapers develop strategic plans for providing NIE services to educators.  (Newspaper Association of America Foundation,2009). Mission Statement This chart shows the difference in  standardized testing  with students that were involved in journalism and students that were not. Students who were not involved in journalism also were the students who did not have newspaper programs in their schools. Newspapers in Education Source ACTNAA Foundation Introduction Company and Industry Analysis Recommendation: Advertising  Recommendation: Education Future Outlook Recommendation: Internet
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Current Program  Advantages Newspaper in Education Program ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Current NYT  Advantages Source: Nytimes.com/learning Introduction Company and Industry Analysis Recommendation: Advertising  Recommendation: Education Future Outlook Recommendation: Internet
Current  NYT  Problems  Newspaper in Education Program ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],The chart above is showing how  violence  is prevalent  in the newspaper . This is a reason why people are becoming hesitant to have their young children read the paper. Creating a positive reason why children should obtain this  knowledge  parents and teachers would become  more open  to the ideas of newspapers in education. Introduction Company and Industry Analysis Recommendation: Advertising  Recommendation: Education Future Outlook Recommendation: Internet
Expanding the NYT program’s market  ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Recommendation Implementation ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Source: NYT.com Introduction Company and Industry Analysis Recommendation: Advertising  Recommendation: Education Future Outlook Recommendation: Internet
Introduction Company and Industry Analysis Recommendation: Advertising  Recommendation: Education Future Outlook Recommendation: Internet  Recommendation ,[object Object],[object Object],[object Object],College Coupon
Recommendation 3: Increasing Internet Revenues
Current Offers Each form has  advantages  and  disadvantages ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Source: Google images The Times Online The Printed Paper The Time Reader Introduction Company and Industry Analysis Recommendation: Advertising  Recommendation: Education Future Outlook Recommendation: Internet
Disadvantages for the free Online Paper ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],"With the current model of free online content, newspapers have essentially turned themselves into shoppers — but, ironically, still with great quality, created by the same culture and people whose work consumers used to pay for. This is complete suicide.  Newspapers  should, in fact, be  more profitable online   — because it gets rid of the cost of paper, printing and delivery. This should be the golden age of journalism, delivered without the trucks.” (Brill, 2009) “ Source: Google Images Introduction Company and Industry Analysis Recommendation: Advertising  Recommendation: Education Future Outlook Recommendation: Internet
Recommendation- Internet Increases  ,[object Object],[object Object],[object Object],[object Object],New online subscription offer ,[object Object],[object Object],[object Object],[object Object],Available to non-subscribers ,[object Object],[object Object],[object Object],[object Object],[object Object],Source: Time magazine Increase Internet Revenue Introduction Company and Industry Analysis Recommendation: Advertising  Recommendation: Education Future Outlook Recommendation: Internet
Prices for different subscriptions “ The Times’s site has about 13 million  unique visitors each month, according to Nielsen/NetRatings, far more than any other newspaper site.” Plan to charge the same amount for  online subscriptions  as done in 2006 and 2007. Introduction Company and Industry Analysis Recommendation: Advertising  Recommendation: Education Future Outlook Recommendation: Internet  Subscriptions costs projected to  grow 5%  annually Source: NYTimes.com  Source : NYTimes.com 7 day Monday-Friday Friday-Sunday Saturday-Sunday Online Times Reader 12 week subscription $63.60 $33.60 $34.20 $41.40 N/A N/A weekly 5.30 2.80 2.85 3.45 $3.99 N/A Monthly N/A N/A N/A N/A 7.99 14.95 Annual N/A N/A N/A N/A 49.99 174.95
Introduction Company and Industry Analysis Recommendation: Advertising  Recommendation: Education Future Outlook Recommendation: Internet  Pay-per View offers Pay- Per View Pay-per viewers ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Price Per Article 0.02 Mon-Friday entire paper 0.50 Sat-Sunday entire paper 0.75
Future Outlook
Introduction Company and Industry Analysis Recommendation: Advertising  Recommendation: Education Future Outlook Recommendation: Internet  Future Outlook   As seen in our company and industry analysis, there are problems arising in the newspaper industry, and more specifically for The New York Times.  Their problems include: Looking into the future, we have developed specific recommendations to conquer these problems: ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Brill, S. (2009). 'Culture of Free' Is Suicide. Battle Plans for Newspapers.   Factiva. (2009).  New Times Company Analysis.  Retrieved february 5, 2009, from Factivia.com:  http://global.factiva.com/pcs/default.aspx Frank Ahrens. (2005, February 20).  Hard News.  Retrieved February 9, 2009, from  washingtonpost.com: http://www.washingtonpost.com/ac2/wp-dyn/A37138- 2005Feb19?language=printer Hoover's. (2009).  New York TImes Co. Report.  Retrieved February 5, 2009, from Hoover's Online:  http://premium.hoovers.com/subscribe/co/factsheet.xhtml?ID=rtrxcffryrhjry   Isaacson, W. (2009, February 5).  How to Save Your Newspaper . Retrieved February 9, 2009  from www.time.com: http://www.time.com/time/business/article/0,8599,1877191- Jesdanun, A. (2009, January 28).  NY Times advertising revenue fell in December.  Retrieved February 6, 2009,  from CNews: http://cnews.canoe.ca/CNEWS/MediaNews/2009/01/28/8176321-ap.html 1,00.html Marketing Charts. (2009, January 30).  Top 10 Print Media Websites - December 2008.  Retrieved Febraury 5,  2009, from Marketing Charts: http://www.marketingcharts.com/print/top-10-print-media -websites-december-2008-7754/ Mergent. (2009).  New York Times Co.  Retrieved February 5, 2009, from Mergent Online:  http://www.mergentonline.com/compdetail.asp?company=6012 Metaprinter. (2008).  Newspaper Industry Market Cap 2007 vs. 2008 . Retrieved February 13, 2009, from  Metaprinter: www.metaprinter.com/?p=822 Moore, E. (2006).  Newspapers In Education . Retrieved February 9, 2009, from  MakeKidsCount.com:  http://images.google.com/imgres?imgurl=http://www.lubbockonline.com/mkc/nie/images /NIElogo.jpg&imgrefur   National Association of American. (2008).  Students who work on high school newspapers and  yearbook:.  Arlington: Newspaper Association of America Foundation.   New York Times. (2007).  Annual Financials for New York Times Company .  Retrieved February  1, 2009, from Market Watch:  http://www.marketwatch.com/tools/quotes/financials.asp?symb=nyt&sid=0&report=2&fr eq=1   New York Times. (2009, February 9).  Student Connections . Retrieved February 9, 2009, from  The Learning Network: http://www.nytimes.com/learning/index.html
New York Times Company. (2009).  NEW YORK TIMES CO (NYSE: NYT) | Balance Sheet.   Retrieved February 3, 2009, from Forbes.com:  http://finapps.forbes.com/finapps/jsp/finance/compinfo/FinancialIndustrial.jsp?tkr=N YT&period=qtr Newspaper Association of America Foundation. (2009).  Newspaper in Education . Retrieved  February 9, 2009, from Newspaper Association of America Foundation:  http://www.naafoundation.org/NewspaperInEducation.aspx Nytimes . (2009). Retrieved February 11, 2009, from  http://www.nytimes.com/2007/09/18/business/media/18times.html?_r=1    PEJ Roundtable. (2006, July 24).  Challenges to the Newspaper Industry . Retrieved February  9,2009, from Journalism.org: http://www.journalism.org/node/945   service, t. c. (2008).  Frequently Asked Questions . Retrieved February 10, 2009, from  www.Nytimes.com:  http://www.nytimes.com/membercenter/faq/timesreader.html#timesreaderqa1 Templon, J. (2008, November 18).  Indicator confirms crisis in newspaper industry.  Retrieved February 12, 2009, from Medill Reports Chicago:  http://news.medill.northwestern.edu/chicago/news.aspx?id=105983 The Day. (2009).  What is NIE?  Retrieved February 12, 2009, from TheDay.com:  http://www.theday.com/theday/nie.aspx   The New York Times Company . (n.d.). Retrieved February 11, 2009, from nytco:  www.nytco.com   Time . (2009). Retrieved February 11, 2009, from www.time.com: www.time.com  
Appendices A
Appendices A
Appendices A

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Cluster Project 2 report on Improving the New York Times

  • 1. “ All The News That's Fit To Print” Redesigning the newspaper for a more Reliable tomorrow PREPARED FOR: PROFESSOR CARTER DR. KEIFER DR. MATTA PROFESSOR WRIGHT PREPARED BY TEAM 5 PM: DOWNEY, KEVIN IRWIN, SARAH JONES, KRISTOPHER SNYDER, JEFFREY ZAHEDI, REZA The New York Times
  • 2. Executive Summary Introduction Company and Industry Analysis Recommendation: Advertising Recommendation: Education Future Outlook Recommendation: Internet The New York Times has been known as the pinnacle news source of all United States publishing companies. Delivering first-class news since 1851, The New York Times has created loyal customer base and high brand equity. However, since the turn of the century The New York Times and the publishing industry as a whole, has faced declining circulation and revenue due to the technological wave and the declining economy. The New York Times has been doing many things to boost sales and increase revenue through online capabilities but there is much room for improvement. By implementing a way in which to increase advertising revenue, The Times will gain a higher profit margin and maximize shareholder’s wealth. The New York Times can gain higher advertising revenue by maximizing capacity on their interface for advertisements, decreasing current advertising costs by 10%, and boosting inside sales to enhance client base. Expanding the growth of The New York Times current market is an excellent way to increase sales and circulation. Creating a more proficient way to enhance education and values by utilizing The New York Times paper in education will establish a higher market share and heighten sales. With the installment of a trained sales team, advertisements, and new online features, the use of The New York Times in education will be a must-have entity. The New York Times offers many free user capabilities which in turn has dropped revenue. The NYT website is available anywhere in the world free of charge. This has caused many people to discontinue their printed paper. Creating a NYT insider monthly account, consumers will pay a small fee for access to the full daily newspaper online and have the capability to download the paper as well. The website will still be available on a limited basis for free, however to gain full usability an insider subscription must be purchased. Implementing this feature will maintain high customer relations and boost revenue. The New York Times has a great opportunity to implement strategies to achieve higher revenue while still maintaining high brand equity. Assuring top-notch news in an efficient manner has always been the New York Times first priority. Utilizing these recommendations to increase advertising revenue, amplify market share, and development of an insider account online will maximize net income and shareholders wealth.
  • 3. Table of Contents Executive Summary…………………….………………………………………….............................................2 Table of Contents………………...…………………………………… ….……………………………………..3 Company Analysis………………..…………………………………………………………………………….………….......4-7 Industry Analysis………………………………………………………………………………………………......8-10 Recommendation 1: Advertisements Advertisement Problems……………………………………………………………………....11-12 Newspaper Advertisement Revenues………………….………………………………….…13 Increasing Advertisement Revenues………………………………………………….…...…14 Recommendation 2: Newspapers in Education Mission Statement……………………………………………………………………………..15-16 Advantages and Problems…………………………………………………………………….17-18 Recommendation and Implementation……………………………………………………....19-20 Recommendation 3: Increasing Internet Revenues Current Offers…………………………………………………………………………………..21-22 Disadvantages for the Online Paper………………………………………………………...23-24 Internet Increases…………………………………………………………………………..…..25 Pay-Per View……………………………………………………………………………………26 Future Outlook…………………………………………………………………………………………………..…27-28 References…………………………………………………………………………………………………….......29-30 Appendices…………………………………………………………………………………………………………31-33 Introduction Company and Industry Analysis Recommendation: Advertising Recommendation: Education Future Outlook Recommendation: Internet
  • 5.
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  • 7.
  • 9. The reasons for the slight dip in percentage from 2007 to 2008 could be from a decline in Net Income, or an increase in Sales. Based on The New York Times financial statements, net income has severely declined from 2007 to 2008; from $208.7 to -$57.84 million, causing this decline in Profit Margin. (Jesdanun,,2009) Profit Margin Leverage ( Equity Multiplier ) Gannett News Corp. Industry Analysis The equity multiplier is a way of examining how a company uses debt to finance its assets.  A higher equity multiplier signifies the use of more DEBT , and more RISK .   Throughout 2008, along with their competitors, The New York Times has significantly decreased their equity , increasing leverage and financial risk. Introduction Company and Industry Analysis Recommendation: Advertising Recommendation: Education Future Outlook Recommendation: Internet Source: Market Watch Source: Market Watch Market Cap (millions) 2007 2008 New York Times 2326 767 Gannett 7940 1440 News Corp. 70000 5810 The overall VALUE of these firms has been DECLINING since 2007. (MetaPrinter,2008)
  • 10.
  • 12.
  • 13.
  • 14.
  • 16. "The New York Times is the most comprehensive source available to my global studies students for accessing current international issues. No other source (print or electronic) comes close to The Times. The writing is superb." -- Dr. Robert Kovach, global studies teacher, Schreiber High School, Port Washington, N.Y. Source: New York Times The Foundation maintains a nationwide system of cooperation between newspapers and schools designed to enhance student achievement and appreciation of the First Amendment in a variety of subject areas through the use of newspapers and other media. The Foundation provides resources and training on using newspapers in schools and helps newspapers develop strategic plans for providing NIE services to educators.  (Newspaper Association of America Foundation,2009). Mission Statement This chart shows the difference in standardized testing with students that were involved in journalism and students that were not. Students who were not involved in journalism also were the students who did not have newspaper programs in their schools. Newspapers in Education Source ACTNAA Foundation Introduction Company and Industry Analysis Recommendation: Advertising Recommendation: Education Future Outlook Recommendation: Internet
  • 17.
  • 18.
  • 19.
  • 20.
  • 21. Recommendation 3: Increasing Internet Revenues
  • 22.
  • 23.
  • 24.
  • 25. Prices for different subscriptions “ The Times’s site has about 13 million unique visitors each month, according to Nielsen/NetRatings, far more than any other newspaper site.” Plan to charge the same amount for online subscriptions as done in 2006 and 2007. Introduction Company and Industry Analysis Recommendation: Advertising Recommendation: Education Future Outlook Recommendation: Internet Subscriptions costs projected to grow 5% annually Source: NYTimes.com Source : NYTimes.com 7 day Monday-Friday Friday-Sunday Saturday-Sunday Online Times Reader 12 week subscription $63.60 $33.60 $34.20 $41.40 N/A N/A weekly 5.30 2.80 2.85 3.45 $3.99 N/A Monthly N/A N/A N/A N/A 7.99 14.95 Annual N/A N/A N/A N/A 49.99 174.95
  • 26.
  • 28.
  • 29. Brill, S. (2009). 'Culture of Free' Is Suicide. Battle Plans for Newspapers.   Factiva. (2009). New Times Company Analysis. Retrieved february 5, 2009, from Factivia.com: http://global.factiva.com/pcs/default.aspx Frank Ahrens. (2005, February 20). Hard News. Retrieved February 9, 2009, from washingtonpost.com: http://www.washingtonpost.com/ac2/wp-dyn/A37138- 2005Feb19?language=printer Hoover's. (2009). New York TImes Co. Report. Retrieved February 5, 2009, from Hoover's Online: http://premium.hoovers.com/subscribe/co/factsheet.xhtml?ID=rtrxcffryrhjry   Isaacson, W. (2009, February 5). How to Save Your Newspaper . Retrieved February 9, 2009 from www.time.com: http://www.time.com/time/business/article/0,8599,1877191- Jesdanun, A. (2009, January 28). NY Times advertising revenue fell in December. Retrieved February 6, 2009, from CNews: http://cnews.canoe.ca/CNEWS/MediaNews/2009/01/28/8176321-ap.html 1,00.html Marketing Charts. (2009, January 30). Top 10 Print Media Websites - December 2008. Retrieved Febraury 5, 2009, from Marketing Charts: http://www.marketingcharts.com/print/top-10-print-media -websites-december-2008-7754/ Mergent. (2009). New York Times Co. Retrieved February 5, 2009, from Mergent Online: http://www.mergentonline.com/compdetail.asp?company=6012 Metaprinter. (2008). Newspaper Industry Market Cap 2007 vs. 2008 . Retrieved February 13, 2009, from Metaprinter: www.metaprinter.com/?p=822 Moore, E. (2006). Newspapers In Education . Retrieved February 9, 2009, from MakeKidsCount.com: http://images.google.com/imgres?imgurl=http://www.lubbockonline.com/mkc/nie/images /NIElogo.jpg&imgrefur   National Association of American. (2008). Students who work on high school newspapers and yearbook:. Arlington: Newspaper Association of America Foundation.   New York Times. (2007). Annual Financials for New York Times Company . Retrieved February 1, 2009, from Market Watch: http://www.marketwatch.com/tools/quotes/financials.asp?symb=nyt&sid=0&report=2&fr eq=1   New York Times. (2009, February 9). Student Connections . Retrieved February 9, 2009, from The Learning Network: http://www.nytimes.com/learning/index.html
  • 30. New York Times Company. (2009). NEW YORK TIMES CO (NYSE: NYT) | Balance Sheet. Retrieved February 3, 2009, from Forbes.com: http://finapps.forbes.com/finapps/jsp/finance/compinfo/FinancialIndustrial.jsp?tkr=N YT&period=qtr Newspaper Association of America Foundation. (2009). Newspaper in Education . Retrieved February 9, 2009, from Newspaper Association of America Foundation: http://www.naafoundation.org/NewspaperInEducation.aspx Nytimes . (2009). Retrieved February 11, 2009, from http://www.nytimes.com/2007/09/18/business/media/18times.html?_r=1    PEJ Roundtable. (2006, July 24). Challenges to the Newspaper Industry . Retrieved February 9,2009, from Journalism.org: http://www.journalism.org/node/945   service, t. c. (2008). Frequently Asked Questions . Retrieved February 10, 2009, from www.Nytimes.com: http://www.nytimes.com/membercenter/faq/timesreader.html#timesreaderqa1 Templon, J. (2008, November 18). Indicator confirms crisis in newspaper industry. Retrieved February 12, 2009, from Medill Reports Chicago: http://news.medill.northwestern.edu/chicago/news.aspx?id=105983 The Day. (2009). What is NIE? Retrieved February 12, 2009, from TheDay.com: http://www.theday.com/theday/nie.aspx   The New York Times Company . (n.d.). Retrieved February 11, 2009, from nytco: www.nytco.com   Time . (2009). Retrieved February 11, 2009, from www.time.com: www.time.com