British Times
Create 3 or more ideas for the BritishTimes.com company to increase their revenue through their Internet strategy.
CasesCoach Comment
This is a strong business development case testing revenue monetization strategy for a digital media property. The candidate demonstrates structured thinking by organizing ideas around internet revenue sources rather than forcing generic frameworks, and successfully articulates how to leverage the company's core assets (brand, affluent audience, quality content) across multiple revenue models.
Estimated Time
35 minutes
Difficulty
Medium
Source
Harvard
81
/ 100
Create 3 or more ideas for the BritishTimes.com company to increase their revenue through their Internet strategy.
Clarifying Information
- BritishTimes.com conducted a viewer survey, receiving a high enough number of responses to be statistically significant, allowing them to feel comfortable using the following information for planning purposes.
- Their web site has a large number of hits, only 30% fewer unique visitors than the number 1 site in the UK.
- Their hits are from viewers in the 75th percentile of customer income.
- Their viewers are also highly educated: 60% have a university education and 30% of whom have graduate degrees.
- BritishTimes.com is a spin-off from the newspaper. However, the same parent corporation owns both.
- The CEO of the dot-com does not report to the CEO of the newspaper.
- The dot-com CEO has worked for the newspaper for a long time and knows its operations well.
- The brand name is very strong in the UK, but not outside.
- The newspaper’s content is primarily focused on the UK, but it does have an international section.
- The CEO wants the dot-com to use the newspaper’s content and brand, but otherwise has no need to connect to the newspaper.
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