Elon advisory board members share strategic decisions for the future of their companies
By Alex Baker
April 4, 2009
Graham Woodlief of Media General, Inc. Photo courtesy of Media General, Inc.
Debora Wilson, formerly of Weather.com. Photo courtesy of wict.org.
Elon University advisory board members, Graham Woodlief and Debora Wilson, came to speak to a group of students in the school of communications at Elon University about their plans for the future of their companies during the current economic downturn.
Both Woodlief, vice president of Media General, Inc., and Wilson, former president and chief executive officer of Weather.com, believe that in order for a company to move forward it must have a vision.
“As a leader it is having the vision to move forward and understanding where the business needs to go,” stated Woodlief. “As a leader it is my job to identify the vision for the company and the people that we need to have to make that a success.”
Leadership in the face of transition
Becoming that leader has taken time, and in the almost 45 years Woodlief has worked with Media General, Inc. he has witnessed significant transitions in the media. Media General, Inc. oversees 25 daily newspapers and 150 weekly newspapers.
Woodlief takes pride that the companies information gatherers and providers have made preparations for the future. “Our reporters will write for the newspapers, or for the internet, as well as report for television. Our sales staff sell one package of all that media together, to provide the consumer a better package of what they might want,” said Woodlief.
The economy has caused Media General, Inc. to cut their print sites from 25 to 11 locations. However, Woodlief is excited about the future due to the company’s decision to host a major restructuring.
Instead of having three divisions containing publishing, broadcast, and internet, the company is focusing on creating a geographical market based concept located in five areas. Woodlief stated, “Having three divisions was great during its time but moving forward with a market based concept will help us move through these tough times.”
Consumer needs drive company’s goals
Wilson also believes in looking to the future and asking what the consumer wants during the economic downfall. With Weather.com including not only the website but cable network, mobile phone devices, and other applications, the company decides their future goals through annual planning processes. Unlike Media General, Inc., Weather.com looks towards the consumer pull rather than staying in one media or platform.
“What we try to do is find out what our consumers want. I think that the weather channel has done about as good as job as media companies do, as in what the future needs or people are,” said Wilson.
Wilson believes that every media company is going through an economic crisis with the recession and it will force companies into reinventing themselves. However, no matter what changes occur the main heartbeat behind the company name is the people working behind the scenes.
Both Wilson and Woodlief commented on the significance of having good people work for the company and giving them the latitude to make mistakes. “It’s hiring good people that have a good education, they understand that they don’t need to be boxed in to have the ability to learn more,” said Woodlief. “Not just for the business but to be able to understand the future.”
Understanding the future
While some might view the recession as an obstacle for CEO’s and company principals to handle, leaders like Woodlief and Wilson think of them as opportunities to figure out how to do business better. Turning crises into opportunity and making the right strategic moves will keep companies afloat.
Because companies are laying off employees and are asking those remaining to do more with less, provides an chance for people to step up during these though times. “The people that are there are glad for what they do and they are glad to be a part of their company and want to be a part of it for the future,” said Woodlief. “They work harder and work together to make it happen.
As members of Elon University’s advisory board, Woodlief and Wilson look to Elon to supply the global workforce with bright and determined individuals. “I love Elon because there is so much work done in a group,” said Wilson. “You are learning the dynamic of what is going to happen in your job and you will be more capable to lead. Embrace the challenges your professors are handing you.”
Below, Graham Woodlief discusses having the vision to be a leader.
