Stories
Stories
3-Minute Briefing: David Perpich (MBA 2007)
Topics: Information-Information PublishingCommunication-MediaSports-General
3-Minute Briefing: David Perpich (MBA 2007)
Topics: Information-Information PublishingCommunication-MediaSports-General
3-Minute Briefing: David Perpich (MBA 2007)
Team player: Moving the ball forward on a goal of 15 million subscribers by 2027. (Photo by Benjamin Norman)
I interned at a lot of different places in high school and college—a hospital, a retail store, a magazine, an ad agency. At Duke, I was part owner of a student-run food-delivery service.
In Clay Christensen–speak, it was the “emergent strategy,” exploring as I went and recalibrating. I realized I loved entrepreneurial ventures and media. After college I cofounded a training school and booking business for DJs called Scratch Music.
At HBS, I did a field study with five other people about happiness. The basic takeaway was that when you’re doing what you want to be doing, your actions and values are most aligned. For me, that means working with talented people on a challenge that serves a higher purpose.
When I joined the Times in 2010, there were no digital subscriptions, so creating that concept and product was my initial focus 100 percent of the time. In March 2011 we launched the paywall.
It’s worth mentioning that when we started, some of the research indicated we’d be lucky to get to 700,000 subscribers. A lot has changed since then. Today we’re at roughly 10 million subscribers with the goal of reaching 15 million by 2027.
The Athletic is part of that package. It’s your personalized sports page, with the best reporting and analysis from 450 journalists about the teams and players you care about and the biggest and most compelling stories in sports.
I’m a Washington Commanders fan, but I also love Duke basketball and find college football fascinating. I also have two young kids who are really into the New York Knicks. It’s so fun to watch their awareness grow, so that’s made me a fan, too.
I also helped launch NYT Cooking and NYT Games and helped grow Wirecutter, our product review site. There’s a real thrill in imagining and building something that is not yet being done. Plus, it’s so much fun to work on consumer-facing products that you love to use yourself.
The throughline is human-powered reporting and content creation of the highest value, whether it’s a recipe or a crossword or reporting on the presidential election.
Day to day, I listen to challenges on the ground and communicate openly about our vision and strategy. It doesn’t sound sexy, but it’s a lot of meetings and one-on-one conversations. The value we can create to help propel an institution like the Times is what gets me out of bed every morning.
Post a Comment
Related Stories
-
- 15 Dec 2024
- HBS Magazine
Alumni and Faculty Books
Re: Kavita Bhatnagar (SELP 11); Amar Bhide (MBA 1979); Siri Chilazi (MBA 2016); Christopher Cox (MBA 1997); Gurcharan Das (AMP 91); Maria Ellis (OPM 32); Brooks Fenno (MBA 1962); Sue Hemphill (PMD 47); Frank Lorenzo (MBA 1963); John Lotz (MBA 1971); Ron May (AMP 165); Rusty McClure (MBA 1975); Allie Nava (MBA 2002); Wilbur Ross (MBA 1961); Garry Sanderson (AMP 175); Ken Wilcox (MBA 1983); Rick Williams (PMD 33); Michael Horn (MBA 2006); Max H. Bazerman (Jesse Isidor Straus Professor of Business Administration); Ethan S. Bernstein (Edward W. Conard Associate Professor of Business Administration); Malcolm S. Salter (James J. Hill Professor of Business Administration, Emeritus); Feng Zhu (MBA Class of 1958 Professor of Business Administration) -
- 01 Sep 2024
- HBS Alumni Bulletin
Alumni Books
Re: Patrice Derrington (MBA 1991); Rosemary Scanlon (PMD 42); Fred Kinch (MBA 1965); Teri Martin (MBA 1980); Jack Ryan (MBA 1984); Scott Saslow (MBA 1997); Shalinee Sharma (MBA 2005); Marty Sneider (MBA 1968) -
- 01 Jun 2024
- HBS Alumni Bulletin
Alumni and Faculty Books
-
- 01 Mar 2024
- HBS Alumni Bulletin
Alumni and Faculty Books and Podcasts
Stories Featuring David Perpich
-
- 01 Sep 2017
- HBS Alumni Bulletin
Read All About It: Journalism Can Be Profitable
Re: David Perpich (MBA 2007); By: April White