Anatomy of a Business Transformation: An executive look at how The Boston Globe drove $3 million in incremental revenue in just one year

In the struggling newspaper industry, The Boston Globe had to make a change to stay viable in the marketplace. In this video interview, Peter Doucette, Vice President, Consumer Sales and Marketing, The Boston Globe, explains how he and his team used online testing to transform how they thought about and served customers. Doucette’s story can serve as inspiration for other business leaders in how to help your team explore new paths to success.

Think about the people who can set the course, change the mindset. … Reward that behavior. That has been a big part of how we’ve been able to really change our trajectory and really change the culture.

— Peter Doucette, Vice President, Consumer Sales and Marketing

In his interview with Flint McGlaughlin, Managing Director, MECLABS Institute, Doucette describes the importance of experimentation. From determining the value proposition that appeals to customers, to determining optimal pricing, the team used experimentation to determine how to best serve their audience.

By creating a culture of testing, both inside and outside the marketing department, The Globe has driven $3 million in incremental revenue in just one year.


Learn How MECLABS Can Support You in Your Testing Initiatives

Fill out the form below if you would like to learn how MECLABS has used over 15-years of research to support companies of all sizes achieve their testing goals.

A MECLABS analyst will reach out to you with details. We will ask a few questions about your business to determine how we can best serve you. This includes immediately providing valuable content, at no charge, that addresses your specific challenges.

Related Resources

Meredith Kokos Resources

Anatomy of a Business Transformation: A practitioner’s perspective about how The Boston Globe’s culture of testing spread to the newsroom for 100% lifts in clickthrough 

Watch this marketing practitioner’s look at how a testing and optimization changed the trajectory of the newspaper, as well as its culture.

Watch now


book preview

Executive Series Vol. I, Issue 2: Newspaper Paywalls and Digital Subscriptions

See more from Peter Doucette, Executive Director of Circulation Sales & Marketing, The Boston Globe, and get four key insights from resesarch with 900 U.S. news consumers.

Read more