Usa Today: Innovation and Evolution in a Troubled Industry Essay example

2708 Words May 14th, 2011 11 Pages
Hussein Hassan Tantawy
900072827
MKTG 480
Case 1
Dr. Hegazy

USA Today: innovation and Evoultion in a Troubled Industry

1) What Opportunities in the marketing environment did Gannett seize in launching USA Today? How did the company learn about and respond to the opportunities?
Answer these same questions for USATODAY.COM

On its debut in 1982, USA Today was reckoned as America’s first National general-interest daily newspaper. Being the global information juggernaut that he is, Gannett managed to identify a gap in the market that he identified as an opportunity for the leading to-be newspaper of the united States. The opportunity was the void gap in the market. Attention to the business traveler was the least attended to
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One competitive advantage the paper had over competitors was its ability to offer more up-to-date news three to four hours before competitors. That was because they permitted later deadlines which was further implemented when production became totally digital which gave writers and publishers greater flexibility and later deadlines, and at the other hand readers enjoyed earlier delivery times.
In a market with threatening competitors such as The New York Times and wall street journal, USA Today was bound to failure if it weren’t for its innovative excellence in its product and promotion along with its dedication to keep engaging the customers in the paper experience by trying to cater for as many needs as possible, and competing with an edge that sets it apart from its competitors. One of USA Today’s product innovations later on became not an just another additional co-asset, but a leading internet-based companion to the USA Today print version. A threat can only be transformed into an opportunity among a number of competitors when one takes a lead regarding how to deal with such threat. Once you get a lead start, you’re in better opportunistic shape than the competitors. As much as the internet boom imposed a threat at the paper industry, co-opting with the decline in sales and advertising revenue, USA Today used the threat and transformed it into an opportunity by introducing usatoday.com,

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