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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.
Focus on Content
Joseph started the revival by first identifying the reasons for BW's fall. He studied the industry carefully and interviewed BW's readers and staff to enquire about the magazine's image in the market. Looking at the magazine from the readers' perspective, he found that BW lacked a strong identity and value proposition...
Bates India was entrusted with the task of bringing out the core strengths of the BW brand. It came up with a series of print ads, which were appealing and caught readers' attention. (Refer Exhibit IV for a few print advertisements of BW)...
Exhibit I: Top Indian Business Magazines
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