5
Lever 4: Capabilities
Developing the Skills to Cope with Changing Customer Needs
IN 2000, THE 150-YEAR-OLD Chicago-based Tribune Company faced a very difficult market environment. Large advertisers were increasingly putting their dollars into national media outlets. Nonprint media were gaining ground. And classified ads, long the gravy of the print media business, were fleeing to online outlets.1
Tribune, along with other regional media companies, was struggling to find better ways to compete. It acquired The Times Mirror Company—a smaller operation, but one with a broader portfolio of holdings, including newspapers, television and radio stations, and online media—to expand its presence and coverage. Although the acquisition did not make ...
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