Case Study (1) - RC2Group6Gannett MarketingChallenges

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Case 1: USA Today: Innovation in an Evolving Industry USA Today also known as “The Nation’s Newspaper” debuted September 15th, 1982 as Americas first general interest newspaper. The creator, Allen H. Neuharth, until 1989 was the Chairman of Gannett Co., Inc., a diversified international news, information, and communications company- now worth $4.7 billion. Gannet is a global information powerhouse. Gannett publishes 82 daily and 700 nondaily newspapers and affiliated websites, operates 23 broadcast television stations reaching 18.2% of the U.S. population. Gannett is engaged in marketing, commercial printing, newswire services, data services, news programming, information and search websites, and several other content delivery services. Gannett is currently the largest U.S. newspaper group in terms of circulation. Its newspapers, including USA Today, have combined circulation of 11.6 million readers every weekday and 12 million readers every Sunday. Gannett also has an online presence with a total online audience of roughly 52 million unique visitors per month. USA Today achieved rapid success due to its innovative format, no other media source had considered a national newspaper written in shorter pieces and sprinkled with eye-catching, colorful photos, graphs and charts. This was designed for the sound-byte generation, readers found USA Today refreshing and more engaging than other papers. USA Today grew from roughly 350,000 readers in 1982 to approximately 5.9 million daily readers today. USA Today is still to this day the number one print newspaper and their websites manages to stay one of the Internet’s most popular sites for news and information. However, as newspapers struggle to stay relevant amidst technical and cultural changes, USA Today must stay with the times and continue to deliver innovative content and continuously improve their marketing strategies. 1)What opportunities in the marketing environment did Gannett seize in launching USA Today and USAToday.com? How did the company learn about and respond to these opportunities?

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