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USA Today: Innovation in an Evolving Industry (located in textbook appendix)
Write an analysis paper on the USA Today case study. Within your paper be sure to answer the following questions:
- What opportunities in the marketing environment did Gannett seize in launching USA Today? How did the company learn about and respond to these opportunities? Answer the same questions for USAToday.com
- How has a continuous strategy of marketing innovation proved successful for USA Today as it looks toward its future? Explain.
- Based on USA Today's experiences with print and online news, evaluate the long-term potential of printed news and the newspaper publishing industry. Do you believe printed newspapers will continue to survive despite digital competition?
Explanation & Answer
Here is a draft. Almost done
Running head: USA TODAY CASE STUDY
1
Innovation in an Evolving Industry
Name
Institution Affiliation
USA TODAY CASE STUDY
2
Innovation in an Evolving Industry
USA Today is an international American newspaper owned by the Gannet Company.
This newspaper was launched in the year 1982 by AL Neuharth with a view of conveying
information to the USA domestic market. The newspaper has significantly dominated the
American market with a circulation of over 1.1million copies and approximately seven readers
daily. Recently, the newspaper is been faced with a problem whose failure in addressing may
spell doom in its future endeavors. This is attributed to its loose in digital and print revenues
which have caused low profit gains.
The factors to the above mentioned drawbacks are as a result of rising costs in
distribution and print publication of the newspaper. As well, Gannet’s too much focus on the
American market has led to the loss of its subscribers to major competitors in the print and
publication industry such as The New York Times and The Wall Street Journal. In light of this
turn of events, this paper seeks to highlight the case by first analyzing the opportunities which
the Gannet Company sought to realize by founding USA Today. As well, the paper will examine
how the company can incorporate innovation with a view of countering the problem they are
hurdled around.
USA TODAY CASE STUDY
3
USA TODAY CASE STUDY
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Hello Buddy, Attached is the final output of your paper. As well, I am readily available if there is need for ammendments on the paper. Thanks
Running head: USA TODAY CASE STUDY
1
Innovation in an Evolving Industry
Name
Institution Affiliation
USA TODAY CASE STUDY
2
Innovation...