USA Today: Innovation in an Evolving Industry*
USA Today has been an innovative way for customers to receive news on a daily basis since 1982. Their innovation lies within the format of their bright, colorful and eye-catching paper, as well as in their shorter pieces that help to enlighten consumers without over powering them. Owned by Gannett Co. Inc., a diversified international news, information and communications company, USA Today has every possibility of furthering their success in the news industry.
In reading Case 1, USA Today: Innovation in an Evolving Industry*, it became apparent that USA Today is fighting to stay relevant in today’s news distribution culture. Currently USA Today is still operating with increasing profit margins, however they are losing touch with their intended cliental of Middle Americans. From 1982 until today, USA Today has been able to create a product which is able to adapt to the needs of it’s cliental, but their recent plateau and minor decrease in circulation, could send them into a spiral. An increase in technologically savvy consumers, and the fight to produce the most up to date app to appease them places USA Today in a rat race against other leading market competitors. USA Today must push to the next level the fight to remain innovative, as they have for the last thirty years, in meeting their customer’s needs in new and unexpected ways. Their chances to stay on top of their game and innovation will significantly increase f they continue to adapt their marketing strategies, as well as continue their use of value-added strategy to further enhance distribution of its proprietary content and ensure continued product differentiation.
Internal: Since the first issue of USA Today launched on September 15, 1982, it has been an uphill battle for the company to fight to sustain their relevance and importance in the news world. The newspaper...
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