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Date: Fri, 6 Oct 1995 15:44:57 -0700 auslande@azstarnet.com: 1.0
Subject: Re: Synectics meeting
To the Staff:
In the event that some of you are wondering what this Synectics business is all about, here is a brief summary of yesterday's Synectics meeting in St. Louis, and my responses.
Reports were given by the four major groups, the Star, the P-D, Broadcast and Corporate.
The Star report:
1. Define the Star's strengths, weaknesses, opportunities and threats.
a. Strengths: If properly treated, it makes great insulation!
b. Weakness: About as interesting as insulation.
c. Opportunity: Oh, boy--the snowbirds are a-comin'!
d. Threats: Somebody might actually read us. Something might happen in Tucson, and we won't be able to use wire copy.
2. Create a culture of innovation.
a. Give those nerds on the copy desk free "Kiss Me! I'm Anal Retentive!" T-shirts. Or is that anally retentive?
3. Create a stronger relationship between the Star, Tucson Newspapers and Pulitzer.
a. Maybe we should all read that other Tucson Newspapers' publication. What is it--the Tucson something or other? You know, the one they give away on street corners in the afternoon. Also, we'll be getting closer to Pulitzer soon by sending them even more money--don't worry, we'll hardly notice the effect on our product.
4. Develop a stronger focus on customers.
a. This ticks me off! We're already focused on serving our customers. Every time some government PR type coughs, we cover it, don't we? And we certainly do a great job rewriting their press releases. What've they got to complain about?
5. Boost readership of 18- to 34-year-old market from 23 percent to 35 percent, which translates into 42,000 new, young readers.
a. Yippie! We can run more of those sexy underwear ads!
Hot newspaper topics: Increasing ad revenue and increasing circulation. Day and half. The hot newspaper topic was quickly changed to defining the business and fostering innovation.
--Steve and Bobbie Jo
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