Consumer Reports restructuring for the digital era

Jim Romenesko examines the strategy at Consumer Reports, which is undergoing radical changes this year, including the departure of longtime editor Kim Kleman.

Romenesko writes, “Spokesperson Hackett tells me that, yes, change is hard but the restructuring is working.

“She writes in an email:

“‘On the business side things are starting to level out: subscriptions to ConsumerReports.org are just about even (<1% lower) than last year, and the magazine subs are only 3.2% lower than last year. Fundraising efforts are ahead of last year by almost 13%. Overall operating revenue is up over 2% year to date.’

“The company’s workforce, she adds, has been reduced by 13 percent since February of 2012.

“‘We are still in the midst of organizational transformation,’ writes Hackett. ‘It’s really more than just changing the magazine. As an organization, we recognize that the way that consumers receive and process information has changed. Our information products are a manifestation of our mission, and we have done some deep self-examination to ensure that we are meeting consumer needs in the best possible way that we can. This involves looking externally as well as taking a close look at our staff, structure, processes, inputs, and outputs and making some changes and adjustments to ensure that Consumer Reports is well positioned to effectively fulfill our mission in a way that is impacting the most consumers possible.'”

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