Submitted by: Submitted by selkareh
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Category: Business and Industry
Date Submitted: 05/12/2013 11:09 PM
Question for discussion
1. What opportunities in the marketing environment did Gannett seize in launching USA Today ? How did the company learn about and respond to these opportunities ?Answer these same questions for USAToday.com
2. How has a continuous strategy of marketing innovation proved successful for USA Today and USAToday.com? Do you believe that USA Today is well positioned for the future? Explain.
3. What are the SWOT implications for USA Today as it looks towards its future? What strengths and opportunities can USA Today leverage as it looks for a competitive advantage in the distribution of news and information?
4. Based on USA Today’s experiences with print and outline news, evaluate the long term potential of printed news and the newspaper publishing industry. Do you believe that printed newspapers will continue to survive despite digital competition?
1. What opportunities in the marketing environment did Gannett seize in launching USA Today ? How did the company learn about and respond to these opportunities ?Answer these same questions for USAToday.com
a. What opportunities in the marketing environment did Gannett seize in launching USA Today ?
As debuted in 1982, USA Today was the first to publish a national newspaper written in shorter pieces than a traditional paper and sprinkled with eye – catching, colorful photos, graphs and charts; it was designed in order to address the need of a sound byte generation that readers found it refreshing and more engaging than other papers, therefore, it is the founders thrive for innovation that got US Today to a high number of sales, whereby, circulation grew rapidly from roughly 350 000 in 1982 to approximately 2.3 million today .
Hence, it is important to mention that Allen Neuharth had a vision for producing and marketing a unique nationally distributed daily newspaper, so he was ready to take advantage of two trends in the reading public: 1_ An increasingly short...