Usa Today Case Study Essay
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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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