USA Today has long been one of the nation’s leading newspapers. It started in 1982 and quickly became very popular because of its new format, colorful pictures and charts, and condensed articles. The paper targeted a different demographic than its predecessors and was able to get more people interested in newspapers than had previously been. USA today grew quickly and appealed to many different age groups because of their attention to not only the current issues but also celebrity news and a strong sports section. When technology began to boom and more people began to get their news from the internet or mobile devices, USA today began to see a decline in revenue and growth as did every other newspaper. They had to begin to focus on their website as well as a mobile app. USA today has many strengths which make it very popular among a younger audience than its top competitor, The Wall Street Journal, but it also has many weaknesses which is causing it to take a loss in profits and growth. USA Today has begun to focus more on its marketing and audience in order to help the paper grow. The text states that marketing is a process within an organization that delivers value and benefits not only to its customers, but also the organization as a whole and the shareholders (Ferrell, Hartline 2011, p. 8). This new focus on marketing is going to be vital if USA Today is going to succeed in the future. They have to turn around their business and put focus on different areas of their business in order to move into the future. When conducting a SWOT analysis of USA Today the weaknesses and threats to the paper are more obvious and the plan of action is obvious. Looking at the strengths of USA Today it is clear that one of the strengths is that it is a very popular publication in the US. It appeals to travelers and a younger demographic than its competitors. Due to this it has a strong presence in the market. A major weakness for USA Today is the fact that it depends...
References: Ferrell O.C.& Hartline M.D. (2011, 2008). Marketing Strategy : The core (5th ed.) South-Western Cengage Learning.
Gannett Co., Inc. SWOT Analysis. (2012). Gannett Co., Inc. SWOT Analysis, 1-9.
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