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USA Today Marketing Strategy

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USA Today started off a trend setter. Out of the gate they experienced a rapid rate of success due to their innovative formats (Ferrell & Hartline, 2014). USA Today offered their readers simple sentences and an easy format to follow. From keeping stories all on one page to color coding categories to allowing advertising on their front page, USA Today was the leader and its close competitors the followers.

However, to continue to be on the top USA Today must continue to set itself apart from its competitors. Not an easy task considering that less and less consumers are buying papers and looking for online news to be free formats (Ferrell & Hartline, 2014).

To not become a commodity USA Today needs to do just what they started out doing, listening what the readers want. Giving them what they want before others outlets will continue to make its readers happy, in addition to drawing in more readers. They also should consider finding new markets that will pay extra for differentiating features and don’t mind how minimal those features are (McJune, 1998). What they can’t afford it to lose their loyal readers to the their competitors, so losing sight of what their current readers want and like should not be sacrificed. It is a slippery slope, but not evolving is not an option for them or any business for that matter.
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C., & Hartline, M. D. (2014). Marketing strategy: Text and cases(6th ed.). Mason, OH: South-Western/Cengage Learning.

McCune, J. C. (1998). Tough sell: commodity products. Management Review, 87(10),
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