Case Study: Usa Today vs Digital Media

Topics: Newspaper, Marketing, USA Today Pages: 3 (967 words) Published: February 19, 2012
1.What opportunities in the marketing environment did Gannett seize in launching USA Today? How did the company learn about and respond to these opportunities? USA Today has provided consumers with what they need and have progressively changed along with their evolution in daily living with its innovation in fulfilling customer needs. With the launch of USA Today in the early 1980s, the market research resulted in two very important consumer needs – a need for short spans, and an increasing demand for information. USA Today started providing more news about more subjects in less time. National News Papers initially missed the market of young, well educated people who were on the move and cared about current events. Gannet was determined and conducted great research. His goal for USA Today was to make it enlightening and enjoyable to the public, informative to national leaders and attractive to advertisers. Advertisers are important for the company’s profit revenue and appealing to advertisers means more profit which is essential to success. USA Today was very unique for its target market which was TV media focused. Their differentiation strategy was its colorful, easy access and quick comprehension for its time pressed readers. Key to success, USA Today adapted to customer needs by providing more detailed sports stories, focusing on the national news, and having no foreign staff. USA Today felt the gap and took actions to fulfill it with its major spin-off with fresh news along with its vibrant look. features thousands of small stories with frequent updates. They also featured travel information and four-day weather forecasts. 2.How has a continuous strategy of marketing innovation proved successful for USA Today and Do you believe that USA Today is well positioned for the future? Explain. USA Today’s marketing strategy focused on providing a unique value add to traditional newspapers for their customers. They...
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