Usa Today Case Study Essay

1340 Words Sep 3rd, 2008 6 Pages
USA Today has been a widely successful company. When newspapers were the only form of read news, USA Today cornered the market in the national newspaper arena. As the digital age came about, it was time for change. New companies were emerging as leaders in the online news arena, and even established companies were moving towards online news. USA Today had to move in a different direction. They had to deal with staying ahead, or even with the competition.
USA Today, or USTA was launched in 1982. It was the first daily national newspaper, and offered news regarding every state in the nation. It had both weekly and daily newspapers. Though it started out slow, as the reporting quality increased, so did the advertising and revenue.
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Other companies that entered the market specifically for online readers could focus on the online readers’ wants and needs. USAT had to deal with taking news from the paper and trying to integrate it into the online portion of the business. USAT was not as successful because it was trying to take information from one group and translate it to another. In order to appease the online readers, USAT would take an article written by the paper and attempt to make it more in depth, and more to the point.
USAT felt that straddling the market was the best choice. The CEO felt that “separateness equals death”. He had seen the international market successfully integrated and thought that Online could do the same thing. In doing this, they are able to keep the values of the paper, and consolidate one company.
Straddling the market is actually a good choice. By straddling the market, having both the online portion and the newspaper, USAT can reach a much wider market. The balancing act however is very difficult. USAT must maintain the same look and feel of the newspaper in both arenas, but must meet different needs. A scoop can be delivered to both departments, but each department much approach the story differently. Each department must know their customers, and their wants and needs, and be able to meet those. There is no reason

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