Usa Today Case Study

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  • Topic: Newspaper, Free daily newspaper
  • Pages : 4 (1351 words )
  • Download(s) : 396
  • Published : September 14, 2008
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USA Today has been a widely successful company. When newspapers were the only form of read news, USA Today cornered the market in the national newspaper arena. As the digital age came about, it was time for change. New companies were emerging as leaders in the online news arena, and even established companies were moving towards online news. USA Today had to move in a different direction. They had to deal with staying ahead, or even with the competition. USA Today, or USTA was launched in 1982. It was the first daily national newspaper, and offered news regarding every state in the nation. It had both weekly and daily newspapers. Though it started out slow, as the reporting quality increased, so did the advertising and revenue. Values included independence, fairness, accuracy and trust. Loyalty was something that the reporters loved and cherished about the company. But, in the late 1990s, things started to change. Online reporting became popular, and more and more people were going from the daily newspaper to the internet for their breaking news. How was USAT going to handle such a change? They were losing their market share in the daily newspaper sales. Their response was Online, USTA’s version of online news. They started the Network Strategy. This strategy integrated television, paper and digital news. USAT would create content for television, the paper would deliver content to Online, and then digital images would be sent to the newspaper and video to Online. Online started as news in which people would pay a monthly fee, this quickly changed into a free paper, with advertising as the main source of revenue. Online started as an operation that was autonomous and independent of the newsroom, its operations and culture. Because Online determined that it was important to constantly update its website, it was unable to really rely on the newsroom, a location that put out a paper once a day. They also determined that the audience for the online version was...
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