Usa Today Swot Analysis

Decent Essays
USA Today was first launched in 1982 as America’s first national general interest daily newspaper by Allen H. Neuharth, former Chairman of Gannett Co. Inc., back to 1989,
As of today, Gannett is a global information conglomerate that publishes 82 daily and
700 non daily newspapers and affiliated websites, together with 23 broadcast television stations in operations reaching 18.2% of the U.S population. Gannett is currently the largest U.S. newspaper group in terms of circulation with its combined circulation
(including USA Today) is 11.6 million readers every weekday and 12 million readers every Sunday. Apart from that, Gannett’s has taken a quarter of the total U.S. Internet audience, which roughly 52 million unique visitors per month.
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Each issues is presented in four sections that cover News, Money, Life and Sports. Its motto’s
‘An economy of words, A wealth of information’ suits best for its focus on brevity and clarity, short sentences and short words in its reporting despite critics that labeled USA
Today as junk food journalism for its terse, brash writing style and short coverage of complex issues.
In spite of the growing trend in newspaper circulation and revenue, USA Today is faced with challenges to turn into profitability. By late 1985, circulation surpassed 1.4 million but cost also double its original price per issue. For the first ten years, USA
Today incurred a loss of $600 million. Profit was only achieved by 1993 of $5 million and doubled to $10 million the following year.
Apart from growing cost, USA Today was also faced with direct competition from other national newspaper such as the Wall Street Journal, the New York Times, cable networks, nationally syndicated terrestrial and satellite radio providers such as
Sirius/XM, internet sites such as Yahoo! and Google, and blogs such as Huffington
Post. The competitors such as the Wall Street Journal are also targeting
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Global economic woes had also affected newspaper’s revenue including USA
Today as companies are cutting down their advertisement budget particularly in the automotive, retail and employment sectors. Technology advancement has also changed the way people access information. They now have variety of ways to get latest news
i.e. through print media, 24 hours television networks, news websites, mobile devices, search engines, blogs and social media sites that provide up-to-minutes news.
As a print media, USA Today has to think hard how to sustain itself in the mainstream of media industry. Larry Kramer as the new CEO of USA Today is responsible to chart and implement a corporate strategy to focus on digital media, starting with re-launch of USA Today’s online, mobile and tablet product. USA Today must continue to use various value-added services to further enhance distribution of its proprietary content and continued product differentiation to remain successful. In the face of competition in both print and digital markets, the future of USA Today depends on its ability to continue to innovate and adapt its marketing strategies to changing needs of the
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