Usa Today Case Study

739 Words Feb 25th, 2014 3 Pages
Background
USA Today is a national U.S. daily general-interest newspaper, the first of its kind. Launched in 1982 by Allen Neuharth, head of the Gannett newspaper chain, it reached a circulation of one million within a year and surpassed two million in the 1990s. Initially considered gimmicky and insubstantial, it gradually developed a reputation for higher quality while increasing its circulation and advertising revenues at a time when few papers were experiencing growth. The features that originally set it apart are abundant colorful graphics, very brief stories, and a concentration on sports and celebrity, have influenced other newspapers. To date, USA Today remains the widest circulated print newspaper in the United States.

Issues
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Economy woes
The advertising revenue of the company was adversely affected in 2008 because of the economic recession. The companies faced a lot of losses because of high paper cost and reduced advertising revenue. This resulted in the shutdown of a number of newspaper companies.

Recommendations
Content
Right now USA Today’s content is geared mostly towards male readers. Female readers only make up 30% of their customer base. If USA Today were to give their content a facelift it could generate more readers – not necessarily just women though.
In the beginning USA Today prided themselves on being unique and having “fun” content in their paper compared to their competitors. But now they’re just trying to be another WSJ with their primary hard news. USA Today needs to remember that their main demographic is different from WSJ’s more affluent and wealthy demographic. They need to get back to their roots.

Including Fashion and Entertainment sections in their paper could help them achieve the new image that they need and help them get attention from younger generations and female readers. Yes their loyal fan base is older but only changing their content a little will allow them to keep their loyal customers and branch out to new ones with lighter more fun content.

Our generation today isn’t always concerned with hard news, political news
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