USA Today's Relevance In The Marketplace

Since 2007 several major newspapers have been forced into bankruptcy or have experienced major budget cuts due to the internet. One such newspaper is The Boston Globe who faced tremendous financial danger and possible closure in May 2009. (16-17) Another such

The author Lucas Johnson, a Journalism Major at the University of Wisconsin, wrote this informal article and published it through

America has the ability to make difference in people lives. As said before, people came to the United States to seeks better lives and more opportunities. I believe the American Dream also means being equally treated. Equal does not mean we are all the same. We are all different, which is what makes American the way it is today. We are all human and deserve to be treated as such with dignity and respect. Although America has a hard time showing that we are all equal, I still believe it is a part of the American Dream. The United States have run into many brick walls trying to make it seem like all of us are equal, but it has not been a complete success. Many problems with race and gender is still relevant today. For example, the Black Lives

During this time television had not completely ascended and editorials, decisions made by daily editors and coverage by their correspondents shaped public perception to a far greater degree than today, when an increasing number of readers get their information throughout the day via the Internet.

I understand commodity status to be the point at which a product or service as obsolete. Although people may still desire the product or service, they are not willing to pay for it. There are a variety of things that USA Today has done to avoid this status and remain different. USA Today puts forth extended efforts to keep up with social, cultural, and technological changes that continuously alter the newspaper industry (Ferrell and Hartline, 2014, p. 313).

While it's was written in 1996, the article is still relevant to my ARP because I needed information pertaining to the 1980’s and 1990’s. The article, Sports, Media Culture, and Race- Some Reflections on Michael Jordan, was also written by a prestigious academic, Douglas

11, 2001, it didn't matter if you were anchorman Tom Brokaw of NBC News or a rookie reporter at a small town newspaper, you were faced with a crisis you never before experienced or could have imagined. The decisions that were made in newsrooms across the country have left a lasting change in how media outlets cover stories to this day.

In that small Wall Street basement, Bennett created the foundations of American journalism: reaction to the public’s desire, adaption to political mood, and acceptance of technological changes.

In a publication Objectivity & Balance: Today’s Best Practices in American Journalism by Joel Kaplan, the associate Dean for

USA Today was founded in 1982 and is a newspaper that brings in the ideas of a modern day world. The newspaper also brings in new ideas and facts about how the world is evolving from writing, to technology or other things that show evolution is the human mind and way of processing things. The company is owned by Gannett Company. Gannett has many other smaller companies under it’s belt and has a revenue of over five billion dollars. Including USA Today, Gannett Company owns 41 smaller companies that help build up their revenue. Basically, USA Today is a company owned by another company bigger than them. Gannett owning USA Today can affect the material the news source gives out because of how the other smaller companies inside

USA Today has been able to differentiate itself and stay away from commodity status of most news sources by they were a newspaper that was considerably set apart from other newspapers. USA Today had many distinct and unique features that were incorporated. USA Today has content and an appearance that is as bold and fearless as its mission (Stein, 2015, p. 78). The features included such as the newspaper was laid out and provided easy and quick access, quick comprehension for a hastily reader (Ferrell & Hartline, 2014). Furthemore, there were only four sections that were offered in the newspaper with information that was very concise, clear, succinct, and included short writeups.

Regarding their promotional efforts, after ensuring the success of USA today on a State scale, they aimed at increasing the awareness scope of USA today not only on a National level, but on an international level as well. They introduced the Buscapade to increase awareness in other states, while the Jetcapade was introduced to increase awareness internationally. Both approaches were the start of profitability for USA today, where readership rates increased as well as awareness on both a national and international level. One of their most successful promotional efforts was blue chip circulation, which not only reaped profits from hotels, airlines and restaurants, but ensured exposure to a greater part of the target market and a raise in the level of awareness. Another move was advertising at the front page. Since its start, USA Today was based on untraditional aspects. Although criticized by many, it nonetheless appealed to its target market that continued to grow. Advertising on the fist page, although sacredly non-valued, and could have imposed a threat on the paper; sabotaging its image of credibility and consistency. Yet again, it

There are a number of opportunities and challenges in today’s economy, that has an affect and still is affecting USA Today. Marketers are no longer able to control and manipulate their customers as they once did in the past. USA today is one of the largest print newspapers read, however, their is a decline in of printed readerships (Ferrell & Hartline, 2014).

The New York Times has a strong brand presence, name and equity in the United States. According to Michael Hirschorn, contributing editor at the Atlantic, “You really can trace almost any major story these days to something that originally appeared in The Times. The problem is that once it reaches the public, they may not even know it came from The Times.” Readers of The New York Times are extremely loyal as well. A daily issue is priced at $2.50 compared to $2.00 for the Wall Street Journal and $1.00 for USA Today. In addition, within nine months, 390,000 consumers have subscribed to www.nytimes.com for a premium price of approximately $4.00 a week [Table B] and 70% of print subscribers have taken

The New York Times is one of America’s largest newspaper publishers, today selling over 900,000 printed copies daily. Their website, NYTimes.com, is the most visited online newspaper website, receiving 32.4 million unique visitors in December 2010. (The NY Times Company, 2010, pp. 2 3) The New York Times employs 3094 workers, 1016 of them members of The Newspaper Guild of New York. (p. 8) In order to remain as America’s premier newspaper, The New York Times not only deals with the changing media market but union negotiations for approximately 40% of its staff. (p. 13) The Times relies on the creativity and high level of professionalism that many of its Guild members offer but are always looking to increase profit by cutting costs so