The Hollywood Reporter Internal and External Analysis
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The Hollywood Reporter Internal and External Analysis
It нs been three month already, since I started to work at The Hollywood Reporter New York City office. Yesterday, I finished my internship for the fall quarter, and decided to continue Internship two there. Itнs been a quite journey for me, since I havenнt worked at U.S.нs corporate world before. Iнll explain what The Hollywood Reporter is briefly. The Hollywood Reporter is owned by Nielsen, which also owns 38 different publications, such as Billboard, Film Journal, Ad week, Back Stage and so on. The Hollywood Reporter is an Entertainment Trade Publication, and the largest circulation of daily edition. The Variety magazine is our competitor, and they are largest of weekly edition in U.S. I was very excited to start a position as an International Sales. Iнll describe mostly the functions of The Hollywood Reporter section, and then Nielsen at the and as a whole. Since Nielsen is a large corporation, Iнve never been to the end of the office or different Nielsenнs floors.
Hollywood Reporter has a largest office in L.A., London, Beijing, Hong Kong, and Soul. They also have correspondents all over the world to cover broad entertainment business News. Iнll describe the hierarchy for the publication. There is a Publisher and Senior Vice President, who is also in charge of a Film and Performing Arts/Music and Literary, which are Billboard, back stage West, back Stage east, Film Journal international The bookseller, Kirkus reviews, show West, Cinema Expo International, and Cine Asia. Below that there is a Senior VP and Publisher Director, who overseas both editorials and Sales and Marketing. There are VP associate Publisher, Sales and Marketing. All of them I just described are positioned in L.A.
Besides Los Angels Advertising Sales Executives and New York Sales Executives, There are Europe Advertising Sales executive sin London, Asia Pacific Advertising Sales Executives and Sales coordinators in Hong Kong, In the Hollywood Reporter Section New York City, it is basically just consisted of Editorial Section and Sales section. There are fifteen editors in New York, which is not a lot, since a lot of them are in L.A.
In Sales Section, where I belong to, there are VP, Integrated Sales and Marketing, and four New York advertising Executives, and a digital account manager. Their client accounts are divided by Film Account, TV and Cable, Consumer, Real state, Non-Profit, and between Consumer to Non-Profit, there are some clients overlaps. There are actually no Marketing Position, Financial and Accounting particularly for The Hollywood Reporter Section in New York Office. They are in L.A. Office. I also noticed that since there are only four sales at New York office, so itнs not a problem, if their clients accounts are divide by clear category. What sales have difficulty with is inputting data of reserved ad space, because national issueнs ad space are shared with Sales of L.A. office and New York one, plus there are daily, weekly, and Special edition issue, and somehow, double bookings occur. They always find out when they input data, but I assume there are definitely inefficiency of data system they use.
There are Monday afternoon Sales meeting every week, and there is a also telephone conference with International Sales manager in London. Since I was assigned as international sales from the beginning, I donнt have any clients in U.S. I was assigned to start Japanese Film industry Market Research and design Business Strategy to go into Japanese market. It took me a while probably almost a month and half to finish that report, since there are vast amount of information, and interestingly some statistics donнt have an English version, so it consumed my time. I started learning how sales works everyday, and how they use the data base and the program they use for reserve sold ad spaces.
On one hand, editorial section is well divided. There are Business editor new York Bureau Chief, Reporters, Features, and Associate Editors. I think they write specific topics, so categorization is