Q1) How has La Presse+ addressed the threats and opportunities in the newspaper

publishing industry?

Threats
1) Changing Media Consumption behavior
 More people especially millennials began
inclining more towards online free news
content
 Emergence of pure players with different
business models (like aggregating content
from other news outlets rather than
creating)
 Increased influence of Social Media
platforms primarily Facebook in the
diffusion of news. Nearly one third of
Americans got their daily news from
Facebook. In addition, products like
Instant Articles further increased the
dominance of the social media giant
Opportunities
1) Increased Capabilities with Digital media
 Customized offering at specific time by
utilizing data analytics
 Dynamic pricing through pay-per-click
 Low cost of content circulation and
creation
 Ability to track campaign performance
2) Launch of iPad
 Highly anticipated introduction of Apple’s
iPad tablet provided a potential offering
platform.

2) Declining Revenue streams

 Advertising ,which was the primary source
of revenue for the industry, started
showing more orientation towards online
channels resulting in declining top and
bottom line
 In fact classified ads also migrated to
digital platforms such as eBay, Craigslist,
etc.
Strategy Measures
La Presse+
 With the introduction of the ‘iPad’ tablets by Steve Jobs, La Presse wanted to utilize the full
potential of the iPad by developing a new ‘La Presse+’ tablet app, which would drive their new
digital strategy.
 La Presse+ was designed to fully exploit the features of the iPad to facilitate engaging
information-consumption experience to the users.
 La Presse+ offered wide variety of exclusive content from many columnists with sophisticated
visual presentation. Additionally, a new ‘Live News’ feature was developed to keep readers
updated.
 La Presse offered daily editions in a magazine-type format to create engaging experience to the
readers, they transformed the relationship with advertising through maximum touchscreen
interaction by providing Rich media ads with unique formats.
 Advertising on the La Presse+ enabled the advertisers to ensure Ad variety, get guaranteed
visibility and proof of performance of the Ads that were designed specifically for La Presse+,
these ads were not reusable on other platforms. La Presse+ charged premium prices from the
advertisers for the mentioned differential offerings.
 To remove barriers to readership and audience growth, La Presse decided to offer free edition
and thus ensured monetary inflow through advertising revenues.