Dan Kennedy, a Joan Shorenstein Fellow and associate professor in the School of Journalism at Northeastern University, studied The Washington Post’s digital strategy and business model under the leadership of CEO Jeff Bezos.
His paper is a must-read, detailing strategies that can benefit the entire newspaper business. Top line: invest in journalism and technology, understand that a news organization’s consumers will not pay more for less, pursue both large-scale and elite audiences (which Dan calls “mass and class”), and maintain a relentless focus on building the size of the digital audience.
Read the full paper, published by the Harvard Kennedy School (Shorenstein Center on Media, Politics and Public Policy).
You can also go to Soundcloud to listen to Kennedy discuss his paper on the Shorenstein Center’s Media & Politics Podcast.