Benjamin Field Inc. - Case Studies – World Publishing new media strategy

World Publishing new media strategy

History

World Publishing is a news organization based in Wenatchee, Washington, serving the North Central region of the state. The company's daily newsprint offering – the Wenatchee World – is distributed widely in the region, and enjoys high penetration rates and respect within the industry and among the public – due in part to three generations of stewardship of the community, beginning in 1907 with Rufus Woods Sr., whose dedicated advocacy is credited with the fruition of the Grand Coulee Dam and Columbia Basin Irrigation projects. The legacy continues with Wilfred Woods (publisher 1950-1997) and Rufus Woods, the current publisher.

Industry Setting

Few industries experience a disruption as thorough and game changing as what the newsprint industry is facing today. Declines in subscriber numbers due to changes in reader behavior have driven many long-time papers out of business, and forced others to cut staff.

Mandate for Change

Some newsprint organizations are leading the way in reconsidering what it means to be a broker of information for the community, and World Publishing is one of them. It is this forward-looking perspective and appetite for progress that have characterized the organization since its founding over a century ago.

New Media

A significant takeaway from the self-examination undertaken in recent years by the company has been an understanding of how new media is challenging existing market assumptions. More and more readers are finding their way online, and not only is their choice of venue changing, but their reading habits as well. The World is aware of these shifts and is evolving to meet the challenges – positioning itself not as a different kind of organization, but as one that embraces its roots as an information utility.

The Road Ahead

The many risks common to entering the online space are felt keenly by the Wenatchee World. The organization is taking firm steps toward nurturing effective community conversation, both in print and online. Additionally, the company has explored diversifying its offerings, and recently launched a new publication, North Country Rider, a magazine for people who love horses. The years to come show promise of exciting changes for an organization that stands ready to engage in new ways with the community, in an exchange of information that meets the same high quality standards that have defined the Wenatchee World since its inception.[back to case studies]