This case examines the problem of creating and maintaining a very competitive business in the newspaper industry. The case also opens the channels to discuss how to control costs in the urban environment. Pluria Marshall Jr. President Marshall Media, offered the opportunity to purchase Wave Community Newspapers, 13-newspaper chain. The Los Angeles Times has decided to go for a deal that bothers Marshall. He thought that once the strategy is to combine the wave eventually own weekly neighborhood to better serve the ethnically diverse and separated the Los Angeles area. The trigger issue focuses on whether the Marshall media can compete with the resources of a much larger, the Los Angeles Times, to capture market share in Latino and African-American community in Los Angeles. "Hide
by Gerry Yemen, Charles Stunson Source: Darden School of Business 29 pages. Publication Date: August 14, 2001. Prod. #: UV1984-PDF-ENG
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