Case 1- Usa Today: Innovation in an Evolving Industry Essay example

1107 Words Nov 29th, 2015 5 Pages
1. What opportunities in the marketing environment did Gannet seize in launching USA Today? How did the company learn about and respond to the opportunities. Answer these same questions for USAToday.com.
The opportunities Gannet seized in launching USA Today was that he knew his audience were readers with very short attention spans and a growing hunger for more information.
The newspaper’s primary mission was to provide more news to their readers in less time. This was done by writing "in shorter pieces an sprinkled with eye-catching, color photos, graphs and charts." (Ferrell, O., & Hartline, M.,2014.). One of the new things that set apart the newspaper was that it was broken into four sections "News, Money, Life, and Sports" thus
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Do you believe that USA Today is well position for the future? Explain

USA Today's original mission statement "To serve as a forum for better understanding and unity to help make the USA truly one nation." (usatoday.com ) tells the reader exactly what the paper's direction is. In the beginning, USA Today was critiqued as a newspaper lightweight, considered a "McPaper-junk food journalism" (Ferrell, O., & Hartline, M., 2014) by its traditional brand competitors. The formula of short stories, bright graphics and bright summary boxes that looked like a TV with short snippets using short words was exactly what the readers were looking for. The new newspaper filled a gap . The intellectual group had the New York Times and the financial savvy had the Wall Street Journal; each of these papers had their own very specific target audience with no competitors. USA Today was written for Middle America. Even though USA Today had established itself as a national newspaper with readership of more than 1.4 million, it still continued to push their strategy of marketing by adding local sports to their paper thus becoming a brand competitor to Wall Street Journal. Wall Street Journal responded by adding colors, shortening stories, and adding new sections. USA Today responded to these competitor’s upgrades and began to reengineer itself journalistically by shifting the paper to a more…

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