Pluria Marshall, Jr. And the Wave Community Newspapers

29 Pages Posted: 21 Oct 2008

See all articles by Gregory B. Fairchild

Gregory B. Fairchild

University of Virginia - Darden School of Business

Gerry Yemen

University of Virginia - Darden School of Business

Charles Stunson

University of Virginia - Darden School of Business

Abstract

This case explores the challenge of creating and sustaining entrepreneurship in the very competitive newspaper industry. The case also opens channels to discuss techniques for managing costs in urban environments. Pluria Marshall Jr., president of Marshall Media, is offered an opportunity to purchase the Wave Community Newspapers, a 13-newspaper chain. The Los Angeles Times had decided to pass on the deal, which bothers Marshall. He had thought that the Times's strategy was to merge the Wave with the Times's own weekly neighborhood paper to better serve the ethnically diverse and segregated neighborhoods of greater Los Angeles. The trigger issue focuses on whether Marshall Media is capable of competing against the resources of the much larger Los Angeles Times to capture the market share of L.A.'s Latino and African-American communities.

Excerpt

UVA-ENT-0012

PLURIA MARSHALL, JR. AND

THE WAVE COMMUNITY NEWSPAPERS

The Black Press believes that America can best lead the world away from racial and national antagonism when it accords to every person, regardless of race, color or creed, full human and legal rights. Hating no person, fearing no person, The Black Press strives to help every person in the firm belief that all are hurt as long as anyone is held back (Credo of the Black Press).

Pluria Marshall, Jr., gazed out from his window seat as the jet backed out of the gate at LAX bound for Houston, Texas. Marshall, president of Marshall Media, noticed that the air was frosty for a spring day in 1999. He pulled out a notebook and began to jot down the pros and cons of acquiring controlling interest in Los Angeles's Wave Community Newspapers. One of the things that gave Marshall pause was that he was being offered the chain of thirteen newspapers only after the Los Angeles Times had decided to pass on the deal. Further, he was a bit irritated that earlier negotiations with the Wave's management had been sidelined when the Times expressed interest. While Marshall realized that it would not have been wise for the Wave's publisher, C. Z. Wilson, to ignore inquiries from a major paper like the Los Angeles Times, he felt stung that the rapport and trust he had built with Wilson hadn't brought him greater surety that he would be the eventual purchaser.

. . .

Keywords: entrepreneurial finance, entrepreneurial management, entrepreneurship, minorities in business, risk analysis, risk management

Suggested Citation

Fairchild, Gregory B. and Yemen, Gerry and Stunson, Charles, Pluria Marshall, Jr. And the Wave Community Newspapers. Darden Case No. UVA-ENT-0012. Available at SSRN: https://ssrn.com/abstract=908784

Gregory B. Fairchild (Contact Author)

University of Virginia - Darden School of Business ( email )

P.O. Box 6550
Charlottesville, VA 22906-6550
United States

HOME PAGE: http://www.darden.virginia.edu/faculty/fairchild.htm

Gerry Yemen

University of Virginia - Darden School of Business ( email )

P.O. Box 6550
Charlottesville, VA 22906-6550
United States

Charles Stunson

University of Virginia - Darden School of Business ( email )

P.O. Box 6550
Charlottesville, VA 22906-6550
United States

Register to save articles to
your library

Register

Paper statistics

Downloads
81
Abstract Views
1,694
rank
303,176
PlumX Metrics