Usa Today: Innovation and Evolution in a Troubled Industry

Topics: Gannett Company, Newspaper, USA Today Pages: 8 (2714 words) Published: May 20, 2011
Hussein Hassan Tantawy
MKTG 480
Case 1
Dr. Hegazy

USA Today: innovation and Evoultion in a Troubled Industry

1) What Opportunities in the marketing environment did Gannett seize in launching USA Today? How did the company learn about and respond to the opportunities? Answer these same questions for USATODAY.COM

On its debut in 1982, USA Today was reckoned as America’s first National general-interest daily newspaper. Being the global information juggernaut that he is, Gannett managed to identify a gap in the market that he identified as an opportunity for the leading to-be newspaper of the united States. The opportunity was the void gap in the market. Attention to the business traveler was the least attended to which gave Gannett the opportunity to target such a sector and be the leading supplier of such traveler needs in terms of information. The launch of USA Today was based on two perspectives; the increasingly short attention span as well as the continuous hunger for more information. With both perspectives in mind, the paper was positioned to be a source of information that delivered “more news in less time”. In response to their customer needs, and the opportunistic gap in the market, USA Today was designed to be a unique paper with easy access to articles and concern for their time-pressed readers through the introduction of columns and snippets that presented the most salient topics of the story. In addition to their colorful contemporary look, USA Today’s ability to be dependably consistent added great value to the paper that lead to a stuttering over-a-million circulation in just seven months. In an era when most of the major media outlets were suffering from a decline in readership, USA Today enjoyed continuous growth. To offset the rising distributional and promotional costs, USA today ventured in introducing spin offs to increase demand of the print sector. was one of Gannett’s spin-offs of responding to the information market in relativity to the greater global market. When everyone considered the Internet boom to be the start of an end to the newspaper industry, Gannett managed to transform that threat into an opportunity. Due to an increase in the newsprint cost, associated with a decrease in the readership rates, USA online was a way to increase readership by offering more ways of satisfying the reader base and ensuring that the mission of USA Today was to be maintained. It capitalized and tried to keep pace with communication and technological breakthroughs to maintain its element of dependable consistency. In response to their commitment of “getting news and information into the hands of consumers faster than ever before”, endorsed blogs and podcasts to keep customers engaged as well as introducing I-phone, Blackberry and Kindle applications to keep up with the emerging trend of portable technology.

2) How has a continuous strategy of marketing innovation proved successful for USA today and USA.COM? Do you believe that USA today is well-positioned for the future? Explain

Since USA Today’s launch, it has ensured the continuous consistency and dependability of the nature of the material, as well as a commitment to continuous innovation. Ever since its start, USA today has been engaged in continuous improvement and betterment in what they offer to their readers. One of their main focus in their cycle of innovation was keeping the customer engaged in the reading process as well as listening and hearing for their demands. Regarding product innovation, they managed to keep the paper exciting and indulging to the reader in many different ways. For starters, their major innovative design was reducing the size of the paper from 54 to 50 inches, which made the paper more satisfying in terms of size and mobility of use. There was also a shift in the quality of news from a soft-focused newspaper to a more serious hard-focused newspaper. This was a very important move to...
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