CHAPTER TWO
Assemble the Dedicated Team
IN 1995, THE NEW YORK TIMES COMPANY launched its Internet business, New York Times Digital (NYTD). When it did so, it created a team with a custom organizational model. The Dedicated Team designed and built the Internet site, managed its daily operations, marketed the site, and sold ads. The Shared Staff enabled NYTD to leverage the New York Times brand and newspaper content.
By 1998, the team believed that it was performing quite well against its direct rivals, other newspapers. At the same time, the team was frustrated by the number of new-media opportunities that it was missing. For example, the entire ...
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