The Oak Ridger:

Redefining Editorial Missions


The Challenge:

The Oak Ridger, like many newspapers as the 1990s ended, was suffering from declining advertising revenues and circulation numbers. Were trends to continue, it would need to shutter within two years.

The Solution:

  1. Re-define the newspaper’s editorial mission to expand its coverage area & circulation base

  2. Rebrand newspaper to emphasize regional coverage

  3. Begin charging for editorial archives, which given city’s historical importance are widely used

  4. Push for migration to stronger Internet presence, given city’s technological emphasis

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  5. Redesign paper to improve single-copy sales