In July 2020, the founder and manager of Montreal Community Contact (Contact), a bimonthly community newspaper, was considering strategies to ensure the survival of his business. Because of the COVID-19 pandemic and the fact that he was sixty-three years old, he worried about what the future of the newspaper would look like if anything were to happen to him. Contact had been running for almost thirty years and had a loyal readership within the Black community in Montreal and a loyal cadre of advertisers, but online media was threatening the newspaper industry, and each year the business just managed to break even. The business’s owner now felt it was important to secure the long-term survival of the newspaper. How should he improve the stability of Contact while evaluating future avenues for the business?
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