BA440 Marketing Analysis
Case Analysis: USA Today
Case Analysis: USA Today
USA Today is a multi-platform news and information media company. Founded in 1982, USA Today's mission is to serve as a forum for better understanding and unity to help make the USA truly one nation. Through its unique visual storytelling, USA Today delivers high-quality and engaging content across print, digital, social and video platforms. An innovator of news and information, USA Today reflects the pulse of the nation and serves as the host of the American conversation – today, tomorrow and for decades to follow. USA Today and USATODAY.com reach a combined seven million readers daily. Its a leader in mobile applications with more than 21 million downloads on mobile devices (www.usatoday.com). USATODAY.com is an award-winning news and information site providing visitors with breaking news, sports, money, life, weather, technology and travel news - all updated 24 hours a day, seven days a week. It allows readers to participate in the nation’s conversation. Readers can comment on stories, recommend stories to friends, interact with newsroom staff, and create personas that allow them to seek out and talk with other USATODAY.com readers (www.usatoday.com). In 1980, Allen Neuharth met the Project NN task force members to discuss his vision on producing and marketing a unique nationally distributed daily newspaper. On 20th April 1982, USA Today by Gannett Company announced the first copies of USA Today. On September 15, 1982, copies of the newspapers first edition hit the newsstands. In 1985, it became the second largest newspaper America. In April 1995 it launched USA Today online and redesign the paper in 2000. In 2009, newspaper reduced publication and adapt to online only (Ferrell & Hartline, 2011). Gannett grasp in launching USA Today with the opportunities by making it a more serious newspaper with enhanced journalism. The company responded by raising public awareness and moved into profitability. They were the first colored newspaper and captured readers using a TV set that look like a distribution box. With USAToday.com, the readers interacted with the journalist and they were given the opportunity to voice their opinion. USA Today was the first to publish a national newspaper written in shorter pieces than a traditional paper and sprinkled with eye catching, colorful photos, graphs and charts; it was designed in order to address the need of a sound byte generation that readers found it refreshing and more engaging than other papers. Gannett is committed to connecting people with their interests and communities. He was able to leverage the print medium for it's marketing brands. Continuous strategy of marketing innovation proved to be successful for USA Today by product, promotional and distribution innovation. With USAToday.com is successful with blogs, syndications and podcast. I do not believe that USA Today is well positioned for the future; the demand for the newspaper will decrease because consumers are using online resources and online outlets from news and this came come from USAToday.com. I believe printed newspaper will continue to survive despite digital competition; this is true because everything is a trend and history is usually repeated. What was old then is the new now; look at the latest fashion. Then you will always have those dedicated readers who prefer the hard copy rather than looking at it online. I am one of those people who have to have it in my hand and feel the pages. The company will just have to find ways to attract the younger generations while keeping the old generation interested in what’s being printed. Some ideas that come to mind would be placing contest inside the newspaper that offer prizes to the winner, yet make it challenging and put it throughout the newspaper this forces people to buy the paper and read it....
References: Ferrell, O.C & Hartline, Michael D. Marketing Strategy: Text and Cases, Sixth Edition. 2011
USA Today. A Gannett Company.
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