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Making the Move from Print to Online Media

A large Asian media company wanted to transition from a print-only operation to one that excelled in online media. The transformation focused on redesigning the sales force and strategy development for the online service. As a result, online profitability increased more than twice as fast as print.

The online business was relatively new for the client. It turned to BCG for help transforming itself into a leading online presence. Building relationships with consumers and key advertisers was critical to this effort. The project focused on two key areas:


  • Diagnosing and segmenting clients
  • Conducting a client survey
  • Building a sales strategy


  • Benchmarking competitors and studying best practices
  • Analyzing consumer behavior

BCG's analysis showed that a strong sales force is the source of competitive advantage. The project team:

  • Created a disciplined plan-do-check-act cycle to ensure regular visits and value-added consulting services
  • Designed sales-management tools
  • Developed a profile of target customers
  • Clarified costs associated with customer acquisition

The team also found that effective use of direct-to-consumer relationships creates competitive advantage. Therefore, the project:

  • Built one-on-one relationships with consumers
  • Introduced CRM and consumer analytics

The company conducted a pilot to test BCG’s recommendations. The success of the pilot persuaded the client to implement the recommendations. As a result, online profitability increased more than two times faster than that of print media.

Media & Entertainment