- Case Summary: America's first national general interest daily newspaper USA Today with its unprecedented and innovative format has accomplished rapid success when it was first launched in 1982 by the former Chairman of Gannett Co. Inc. Allen Neuharth. At that time, USA Today was the first to come up with the idea of a national newspaper written in shorter pieces with charts, graphs, and colorful photos. Moreover, their mission statement was to make news enjoyable, informative, and attractive to the public, national leaders, and advertisers. Each issue is presented in four sections that cover News, Money, Life and Sports. In spite of the fact that USA Today has been very successful, the papers had difficulty earning a reasonable profit. By the late 1985, while the paper circulation surpassed 1.4M it cost double its price per issue, …show more content…
• Advertisers are becoming more interested in targeted marketing, especially among a highly mobile population, USA Today must attempt to attract the new and younger readers, offering more interactive and social components to take advantage of this trend • Major news competitors are slow to innovate. 4. Threats: • USA today's continuous declining in the newspaper readership is hurting the massive print ad revenue. • The online revenue generation ability is weak compared to the printed newspaper. • USA Today is falling behind on digital subscription compared to its main two competitors, which leads to losing the "most widely read newspaper" advantage. • The fierce competition in online information distribution thorough magazines sites, blogs, and podcasts, and also advertising market entry of Internet-based companies like Yahoo! and Google, that offer an interactive and accessible delivery platform that cannot be matched by a printed newspaper. . - Statement of The Problem(s) 1. Facing fierce direct and indirect competition in the