Manuscripts

Marketing Strategy

Description: Ten memos comprising 37 pages, pertaining to Times' marketing strategy and direction. These memos were apparently generated at the request of Tom Johnson, and include memoranda from a variety of senior personnel in various departments, including Bill Thomas, Bill Niese, and others. Important collection of memos with candid assessments of The Times' strategic direction.
Type: Manuscripts(Opens in new tab)
Date: 1986
Call number: mssLAT
Creator: Los Angeles Times (Firm)(Opens in new tab)
Provenance: The Los Angeles Times,
Restrictions: Open for use by qualified researchers and by appointment. Please contact Reader Services at the Huntington Library for more information.
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Improving Market Share

Manuscripts

Thirty-five memos comprising 72 pages, pertaining to Times' improving full run share of market. These memos include memoranda from various departments. Important collection of memos with candid assessments of The Times' strategic direction.

mssLAT

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Strategic and Marketing Issues

Manuscripts

Seventeen memos and correspondence comprising 108 pages, pertaining to materials related to strategic concerns of the Times, largely related to the apparently threatening growth of the Woodland Hills-based Daily News. Also included are the results to an employee survey, thoughts about discontinuing the L.A. Times Magazine and about the expansion of boundaries of the Valley Edition.

mssLAT

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Times Marketing memo - Circulation

Manuscripts

Approx. 40 items: incomplete collection of "Times Marketing Memo--Circulation," most are from 1988, with several from 1/1989. Information in the memos includes "Home Delivery" and "Sales Copy" figures, plus "Total Net Circulation," "New Subscriptions," plus revenue information.

mssLAT

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Departments - Legal - Personnel

Manuscripts

1 item: copy LAT article, 9/14/1990, "Los Angeles Times names 2 senior Vice Presidents" (Lawrence M. Higby, William A. Niese)

mssLAT

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Marketing Research Department

Manuscripts

Approx. 40 items: memos and reports related to marketing issues. Includes major reports on following subjects: illiteracy ; LAT vs. Orange County Register - Advertising Linage ; "A day in the life of the Los Angeles Times" - a readership study (1970+) ; "Times Reader Panel #111," 1976 (readers rated the Book Review section) 19-pp. ; 16-pp. ; "Continuing Home Audit Supplemental Questionnaire," 3-4/1971 ;

mssLAT

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Times MIrror Steering Committee & National Marketing

Manuscripts

Approx. 25 items (incl. several long reports): memos, financial reports and other material related to TM Steering Committee and TM National Marketing. Major reports: approx. 15-pp. report, "Times MIrror National Representation Study - Steering Committee Report #1," 6/29/1983 ; 30-pp. report, "TM National Representation Study - Steering Committee Report #3," 10/8/1983 (Dallas) ; 12-pp. "(Times Mirror) Steering Committee Report," 12/8/1983 ; 20+ pp. report - handwritten note reads "from (1/17/1984) meeting" - "The Times Mirror National Marketing Company" ; approx. 20-pp. report, "...Network of Leading Newspapers," 4/11/1986.

mssLAT

Marketing Strategy

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Improving Market Share

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