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USA Today: Innovation and Evolution in a Troubled Industry

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Nor Fatahiyah

on 9 December 2013

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Transcript of USA Today: Innovation and Evolution in a Troubled Industry

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.
Question 1
Image by Tom Mooring
USA Today: Innovation and Evolution in a Troubled Industry
Question 3
What are the SWOT implications for USA Today as it looks toward its future? What strengths and opportunities can USA Today leverage as it looks for a competitive advantage in the distribution of news and information?
Question 4
Based on USA Today's experiences with print and online news, evaluate the long- term potential of printed news and the newspaper publishing industry. Do you believe printed newspaper will continue to survive despite digital competition?
Question 2
Brief History
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.
USA Today by Gannett Company
On 20th April 1982 - announced the first copies of USA Today
In 1985 - became the second largest newspaper in the America
In 17th April 1995 - Launced USA Today Online
In 2000 - The paper redesign
In 2009 - Newspaper have closed shop or reduced publications day and adapt to online only
Norfatahiyah Bt Md Sulhaimi
USA Today
Become a more serious newspaper with improved journalism
Raising public awareness and move into profitability
Readers interacted with the journalist and given opportunity to voice their opinion
Continuous strategy of marketing innovation
USA Today
Product Innovation
Promotional Innovation
Distribution Innovation
Added blogs
Really Simple Syndication(RSS)
Pod casting
Demand for the newspaper will decrease because customer just get news from USAToday.com
Huge media conglomerate with Gannett
Gannett's capabilities in high-tech graphic design
High fixed costs
Weak profit margin
Increasing numbers of white-collar workers
Failure of competition to innovate and innovate rapidly
Online news threaten to cannibalize printed news
Competition from other newspaper, national and local
Fast delivery the news
Design through customer preference
Limitation when it saturated
Move to USA Today Online
Lose readers of the population ages over the next 10 to 30 years
Economic factor such as higher newsprint costs
Full transcript