Swot Analysis : Usa Today 's First National General Interest Daily Newspaper

2120 Words Mar 30th, 2016 9 Pages
USA Today debuted in 1982 as America’s first national general-interest daily newspaper by Allen H. Gannett who was Chairman of Gannett Co., Inc., until 1989 And it achieved rapid success due its innovative format. Now USA Today worth $4.7 billion and Gannett is a global information juggernaut that publishes 82 daily and 700 nondaily newspapers and affiliated websites, together with 23 broadcast television stations in operations reaching 18.2% of the U.S. population. The case provides an overview of Gannett 's strategic marketing approach and its continuous innovations due to changes in the market. Even though USA Today is a national newspaper, it is written in shorter piece and sprinkled with eye catching, colorful photos, charts, and graphs, which are never considered by any other media source and it makes the USA Today’s content refreshing and more engaging than other papers. Due to these reasons, the USA Today’s circulation grew suddenly from roughly 350,000 in 1982 to nearly 5.9 million daily print and online readers today. When comparing USA Today with other competitors like the Wall Street Journal, which has 2.12 million subscriptions and the New York Times, which has 1.58 million subscriptions, the USA Today remains the number one print newspaper and USAToday.com, is one of the top sites for news and information.
This case study reviews about the history and growth, market program innovation, move towards online, on-demand news and information, brand extensions and…

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