Post Tribune deal, challenges arise

CHICAGO: Last week’s dollars 6.4 billion acquisition of the Times Mirror Company by the Tribune Company will likely lead to a host of in-house PR redundancies - not to mention a major PR challenge as the two media behemoths strive to position themselves as one of the country’s top media conglomerates.

CHICAGO: Last week’s dollars 6.4 billion acquisition of the Times Mirror Company by the Tribune Company will likely lead to a host of in-house PR redundancies - not to mention a major PR challenge as the two media behemoths strive to position themselves as one of the country’s top media conglomerates.

CHICAGO: Last week’s dollars 6.4 billion acquisition of the Times

Mirror Company by the Tribune Company will likely lead to a host of

in-house PR redundancies - not to mention a major PR challenge as the

two media behemoths strive to position themselves as one of the

country’s top media conglomerates.



So far, much of the attention has focused on the fact that Times

Mirror’s most prized holding, the Los Angeles Times, will now be owned

by out-of-towners - a situation that has caused no small deal of

hand-wringing out west. However, given the paper’s recent problems,

perhaps the deal will allow its scarred image to begin to heal.



Last October, the Times published a special supplement on the Staples

Center, a new multi-purpose arena that houses two NBA teams and an NHL

franchise. However, without the knowledge of editor Michael Parks, ad

revenue from the supplement was shared with Staples. This incident,

publicized throughout the country, gave credence to the perception that

editorial coverage in the Times could be bought. (PRWeek, Nov. 15,

1999).



The Times Mirror’s corporate PR department is headed by VP of corporate

communications Martha Goldstein, who said it was too early to predict

the deal’s fallout for PR staffers. However, assistant director of

corporate communications Vicki Cho Estrada admitted that cuts on the

corporate level were expected.



Have you registered with us yet?

Register now to enjoy more articles and free email bulletins

Register
Already registered?
Sign in