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Strategic Leadership

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Strategic Leadership Change Initiative
James Rothaar
February 23, 2013

I am a content producer and a senior staff writer for a digital luxury-lifestyle magazine called JustLuxe.com. As a content producer, I curate content and produce a daily-news section within the website that is called the DailyLuxe. I also write feature articles for the publication. There are 40 categories of topics that the publication covers. The online magazine-styled website is geared toward an upscale audience. The company, which began in 2004, is privately owned and receives nearly 2 million visitors on a monthly basis. The number of monthly visitors to the website has grown tenfold from 2004 to 2012. I have worked with JustLuxe since 2005 and have written more content than any writer for it. My goal is to upgrade the quality of the content and to improve the working conditions for the editorial team of JustLuxe. The objectives would be achieved by providing more support for the group via a realignment of the department, more documentation on the expectations of employees, and a proactive leadership. The publication, JustLuxe, was built with a mixture of advertising and the appropriate content for the readership of the magazine. Over the past year, it has become apparent that the content needs to be upgraded to maximize the promotional budget. Previously, there was a direct relationship between advertising dollars spent per month and the total number of people that visited the website. If we spent X amount in promoting the website, we were able to anticipate how many monthly visitors (Y) we would receive in return. However, we have noticed that in the past six months that the relationship between advertising and readership is not maintaining. More money is being spent on advertising, but it is not increasing readership accordingly. In other words,

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