USA Today is the most successful and highly visible newspaper that you may have seen and read on a national basis. This case provides an overview of Gannett Publishing’s strategic marketing approach to launching and growing this unique newspaper.
2.0 (http://creativecommons.org/licenses/by-sa/2.0)]
Overview:
As the entire newspaper industry sits on the brink of collapse, Gannett and USA Today are working to avoid disaster and transform the nation’s most read newspaper into tomorrow’s best resource for news and information. This case reviews the history of USA Today, including its continued use of innovation to stay on top of the technological and sociocultural shifts that are rapidly changing the newspaper industry. In the face of continual competition across a variety of media sources, the future of USA Today depends on its ability to continually push the envelope of innovation and offer value- added, proprietary content to ensure continued differentiation and the future of the USA Today brand.
Instructions:
• Read the case study, Case 1: USA Today: Innovation in an Evolving Industry, at the back of the text.
• Research current articles about the company and its marketing strategy.
• Answer the Questions for Discussion at the end of the case. Use your research to back up your answers.
Requirements:
• The paper for this assignment should be 2 pages long, double-spaced, to include a separate cover sheet and reference page.
• You should include a minimum of 4 outside references, in APA format. If you quote the text, cite it, but do not include it as an outside reference.
Students: Be sure to read the criteria, by which your paper/project will be evaluated, before you write, and again after you write.
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