MEDIA: WHAT THE PAPERS SAY; Changing attitudes for Pearson’s first lady

The appointment of Marjorie Scardino as chief executive of media group Pearson caused some excitement last week. Scepticism that she was an insider rather than the desired ‘heavy-hitting outsider’ prompted City analysts to dismiss her as an unknown quantity.

The appointment of Marjorie Scardino as chief executive of media group

Pearson caused some excitement last week. Scepticism that she was an

insider rather than the desired ‘heavy-hitting outsider’ prompted City

analysts to dismiss her as an unknown quantity.



However, a cocktail reception on 18 October apparently impressed

commentators as subsequent coverage focussed on her ‘feisty nature’ and

four-year track record at the Economist. That she once closed down her

own unprofitable publishing business in the US was held up as evidence

that she can take the sort of ruthless decision to produce the necessary

‘big shake-up’ at Pearson.



Some journalists suggested that being American was an integral factor in

her appointment; as drive, energy and a fondness for plain speaking

appear to be qualities lacking in her British counterparts.



While all the broadsheets profiled Scardino or new chairman Dennis

Stevenson, the Economist carried the shortest announcement at just 2.5

column centimetres.



Evaluation and analysis by Carma International. Cuttings supplied by The

Broadcast Monitoring Company. ‘What The Papers Say’ can also be found

at: http//www.carma.com/carma



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