Full article at
http://www.vanityfair.com/politics/features/2009/05/new-york-times200905?currentPage=1It's a really interesting article & worth reading.
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He has been shrinking ever since. In 2001, The New York Times celebrated its 150th anniversary. In the years that have followed, Arthur Sulzberger has steered his inheritance into a ditch. As of this writing, Times Company stock is officially classified as junk. Arthur made a catastrophic decision in the 1990s to start aggressively buying back shares ($1.8 billion worth from 2000 to 2004 alone). This was considered a good investment at the time, and had the effect of increasing the stock’s value. Shares were going for more than $50. Now they are slipping below $4—less than the price of the Sunday Times. Arthur’s revenues are in free fall: the bottom has dropped out of both newspaper and Internet advertising. He has done more than anyone in the business to showcase newspaper journalism online. It hasn’t helped much. The content and page views of the newspaper’s Web site, nytimes.com, may be the envy of the profession, but as a recent report from Citigroup explained, “The Internet has taken away far more advertising than it has given.” Layoffs have occurred in the once sacrosanct newsroom.
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No one can plumb another’s depths. Arthur certainly seems clever enough, but try as he might, he fails to impress. He comes off as a lightweight, as someone slightly out of his depth, whose dogged sincerity elicits not admiration so much as pity. While no one blames him for what is clearly a crisis afflicting all newspapers, he has made a series of poor business moves that now follow him like the tail of a kite. He has doubled-down on print over the last two decades, most notably with his own newspaper but also spending more than a billion dollars to buy The Boston Globe and the International Herald Tribune. These purchases appear to have been historically mis-timed, rather like sinking your life savings into hot-air balloons long after the first excited reports from Kitty Hawk. Back when he had the money to do it, Arthur failed to adequately diversify the Times Company’s holdings, stranding it in an ocean of debt with no flotation device—unlike, say, The Washington Post, which is being buoyed through this industry-wide depression by the highly profitable Kaplan Inc., an education-services company that provides test-preparation classes and online instruction. (The Post’s diverse investments were made under a board that included Warren Buffett and like-minded business gurus.) Except for his admirable Web site, Arthur has failed to expand the Times effectively into other media. Back in 2000 he announced that television was “our next great frontier,” but his one timid step in that direction, a partnership with the Discovery Channel to produce news-related documentaries, was halfhearted (and abbreviated). The Times still lacks a presence in television. Arthur has not missed the boat entirely with digital start-ups—his decision to buy the online information site About.com, which provides assisted Internet searching, has paid dividends—but he passed up (along with a lot of other people) early opportunities to invest in the great search engines, such as Google, which today is sucking ad revenue from the paper while at the same time giving away its content. Arthur’s oft repeated assertion that he is “platform agnostic”—that is, doesn’t care what medium delivers the Times, and is open to all of them—is both misguided and revealing. It sounds fancy and daring and forward-thinking but betrays a deep misunderstanding of the forces at play.
There are other knocks on his leadership. His choice for executive editor, Howell Raines, played favorites in the newsroom, overlooked shoddy journalism, and so alienated his reporters and editors that they forced Arthur to dump him. So goes one version of the story. Not everyone thinks jettisoning Raines was the right thing to do. Raines was shaking things up, presumably with Arthur’s blessing, and when you shake things up you upset the rank and file. As one former Times man puts it, “If the sheriff of Nottingham gets mugged on his way through Sherwood Forest, and can’t do anything about it, then the thieves are running the forest.” Whichever take on Raines you prefer, Arthur’s reversal looks bad. It suggests either poor judgment or a lack of conviction.