Product details

By continuing to use our site you consent to the use of cookies as described in our privacy policy unless you have disabled them.
You can change your cookie settings at any time but parts of our site will not function correctly without them.
Subject category: Marketing
Published by: Columbia CaseWorks, Columbia Business School
Originally published in: 2020
Version: April 23, 2020

Abstract

This is part of a case series. In May 2013 Nicolas Beytout launched L'Opinion, a news organization that published a daily newspaper, with a robust digital presence. L'Opinion was opinion-focused, with Liberal economic thought pieces and analysis at the heart of its content. The media industry had changed drastically in the decade preceding, with brutal competition among the traditional media and new entrants like the platforms Google and Facebook. The political environment was also a moving target, with anti-European nationalism on the rise. At the end of 2018, L'Opinion was still struggling to make a profit leading Beytout to consider how to use the news market's continual changes - in consumer behavior, in advertising platform consolidation, in content competition, and in technology - to the company's advantage. Two questions loomed large in his mind: How can L'Opinion best support Liberal policies? What strategic direction will lead to a profitable future for the organization? This case asks students to consider how a media organization integrates its political aims with business imperatives.

Teaching and learning

This item is suitable for undergraduate and postgraduate courses.

Time period

The events covered by this case took place in 2013-2018.

Geographical setting

Region:
Europe
Country:
France

Featured company

L'Opinion

Featured protagonist

  • Nicolas Beytout (male), Editor and Executive/Founder

About

Abstract

This is part of a case series. In May 2013 Nicolas Beytout launched L'Opinion, a news organization that published a daily newspaper, with a robust digital presence. L'Opinion was opinion-focused, with Liberal economic thought pieces and analysis at the heart of its content. The media industry had changed drastically in the decade preceding, with brutal competition among the traditional media and new entrants like the platforms Google and Facebook. The political environment was also a moving target, with anti-European nationalism on the rise. At the end of 2018, L'Opinion was still struggling to make a profit leading Beytout to consider how to use the news market's continual changes - in consumer behavior, in advertising platform consolidation, in content competition, and in technology - to the company's advantage. Two questions loomed large in his mind: How can L'Opinion best support Liberal policies? What strategic direction will lead to a profitable future for the organization? This case asks students to consider how a media organization integrates its political aims with business imperatives.

Teaching and learning

This item is suitable for undergraduate and postgraduate courses.

Settings

Time period

The events covered by this case took place in 2013-2018.

Geographical setting

Region:
Europe
Country:
France

Featured company

L'Opinion

Featured protagonist

  • Nicolas Beytout (male), Editor and Executive/Founder

Related