Magazine article Management Today

Brainfood: Decisions - Carolyn McCall, Guardian Media Group, Chief Executive of Guardian Newspapers

Magazine article Management Today

Brainfood: Decisions - Carolyn McCall, Guardian Media Group, Chief Executive of Guardian Newspapers

Article excerpt

MY BEST...

There are two: the first was the launch of Guardian Unlimited in 1999, which has expanded the reach of The Guardian exponentially, getting the brand into the minds of people who would never have been exposed to it. Business plans mean very little when you're working in a dynamic medium like the internet. You can have the most brilliant strategy, but if it doesn't work, you have to change it as you go along.

My best decision, though, has to be relaunching The Guardian as a Berliner.

Why? People are going to look at it now and say this was a no-brainer.

It was the editor's vision, which I backed commercially, but it was an unpopular decision at the time because no-one knew what a Berliner was.

It meant an 18-month wait for new presses, and a complete change in the way we distribute the paper and trade with the advertising community.

But it keeps the broadsheet sensibility, and page-dominant advertising in it has more impact than the equivalent sizes in broadsheet. It was a bold decision commercially and editorially. …

Search by... Author
Show... All Results Primary Sources Peer-reviewed

Oops!

An unknown error has occurred. Please click the button below to reload the page. If the problem persists, please try again in a little while.