Mission, Strategy, Action!
Few regional publishers do planning well, although those that do tend to be more successful than those that don’t. Too often, planning is tokenist, done with little enthusiasm and is likely to produce a lack lustre document fit only to gather dust – in short, a complete waste of time. Russell Borthwick says that planning, if done well, should be a living process driving the business forward.
Source: InCirculation Magazine Mar/Apr 2005