USA Today is a national U.S. daily general-interest newspaper, the first of its kind. Launched in 1982 by Allen Neuharth, head of the Gannett newspaper chain, it reached a circulation of one million within a year and surpassed two million in the 1990s. Initially considered gimmicky and insubstantial, it gradually developed a reputation for higher quality while increasing its circulation and advertising revenues at a time when few papers were experiencing growth. The features that originally set it apart are abundant colorful graphics, very brief stories, and a concentration on sports and celebrity, have influenced other newspapers. To date, USA Today remains the widest circulated print newspaper in the United States.
Cultural shifts and aging
An increasing number of potential consumers have been shown to dislike reading newspaper. In order to combat this, USA Today should add sections that appeal to a younger audience, such as fashion and/or entertainment news. This will not only attract younger consumers, but also attract female consumers who do not currently make up a large portion of USA Today’s customer base.
There has been a shift in recent years to reading newspapers online or on e-readers, such as the Kindle or Nook. USA Today currently has a version of the newspaper available for the Kindle, but they should also add a version for the Nook. Also, they should promote their online website as a source for receiving the same news as the print version, but much faster and easier. The company should also focus on expanding their iPhone and Android Apps so consumers, particularly younger ones, can view the news directly on their phones.
The competition in the industry is fierce. WSJ took away the market leader title from USA Today in 2009. With the number of options increasing for people, the market is extremely fragmented. USA Today faces competition not only for their newspapers but also from other news...
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