Analysis of "TRUE" Magazine Case

1. [TRUE] Magazine Presented by: Ling Jiang, Matthew Kesthely , Chris McGean, Christine Schweitzer , WeiweiZou

2. Company Overview [TRUE] magazine is New Brunswick’s urban alternative weekly publication. This newspaper hits stands every Thursday in greater Saint John, Fredericton and Moncton areas. Mission: To reflect & enrich the cultural & economic life of urban New Brunswick.

3. Key Strategic Issue [TRUE] needs to determine how to maximize their return on investment and increase revenue through innovative media alternatives.

4. Situational Analysis-Key Trends + Community newspaper 74% readership + Advertising in print 27% pay full attention + /- Newspaper website Behaviour tracking + /- Smartphone/Social network 1 of 7 people own a Smartphone in N.B. 70.4% of Canadian Facebook users are 20-45 years of age

5. Situational Analysis-Key Success Factors Content Marketing Promotion, distribution, client relationships Innovation

6. Situational Analysis Core competencies Niche contents Company structure Easy to communicate Provincial News Ltd. Areas of IMPROVEMENT Below targeted advertising revenues Fluctuation of pick-up rate/readership Target market: 20-35 years old Innovation

7. Situational Analysis

8. Situational Analysis

11. Recommendation Overview Jul. 2011 Jul. 2013 Jul. 2016

13. Time Frame: 2 years

14. Financial Projection: +$350,171 Action Plans: Adjust the content Increase readership Enhance advertiser relationships 2 years Jul. 2013 Jul. 2016

15. Maximize the Core:1. Adjust the content Jul.2011 Jul.2013 Jul.2016 New: News Contests/Surveys Opinion Events/Festivals Listings Reviews Profiles Music HumourStyle Movies Food Theatre Job Postings Current : News Contests/Surveys Opinion Events/Festivals Listings Reviews Profiles Music HumourPolitics Movies Theatre

16. Maximize the Core:2. Increase Readership Jul.2011 Jul.2013 Jul.2016 Broaden the target market (Exhibit 2) Industry Standard: 3.34 readers-per-copy Source: Statistics Canada, 2006

17. Maximize the Core:2. Increase readership Jul.2011 Jul.2013 Jul.2016 Build community relationships Fundraising and sponsorship eg. The GSJ Community Foundation Weekly coupons 10% off main-course for Pumphouse Brewery Collaboration with CareerBeacon and Times & Transcript Job postings section (Exhibit 3)

18. Maximize the Core:3. Enhance Advertiser Relationships Jul.2011 Jul.2013 Jul.2016 Sales representatives 15 - 20% Sales Commission Look through the eyes of advertisers Job-to-be-done questions (Exhibit 4) Long-term advertisers (HMV, H&M, Wacky Wheatley’s, etc)

20. Second year(25%): $ 176,686

21. Job postings: $20,800/yearSponsorship cost: $4,732/year Total: + $350,171 over two years 2 years Jul. 2013 Jul. 2016

23. Time Frame: 3 years

24. Financial Projections: +$756,000Action Plans: Adjust the website Facebook/Twitter Create smartphone application Jul. 2013 3 years Jul. 2016

48. Flash media advertisingYour Ad Here

51. Stakeholder Analysis

54. + $756,000Total : Revenues of more than $1.5 million within 5 years