Complete Unit 1
SWOT matrix) is an acronym for strengths, weaknesses, opportunities, and threats
In Unit One we begin with Case 1 USA Today which includes you completing a SWOT
We then have Case 2: Mattel…
As the entire newspaper industry sits on the brink of collapse, Gannett and USA Today work to
avoid disaster and transform the nation’s most read newspaper into tomorrow’s best resource for
news and information. 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.
What opportunities and challenges in today’s economy have affected and are still affecting USA
USA Today was the creative idea of Allen Neuharth who was, at that time, the Chairman
of Gannett Co., Inc.
The first edition of USA Today, which comprised of 155,000 copies, was
launched in September 1982 (Ferrell & Hartline, 2014).
Mr. Neuharth developed USA Today to
focus on two distinct groups of readers; those with short attention spans who had chiefly grown
up watching television, and those users who desired information but were pressed for time to
read longer articles (Ferrell & Hartline, 2014).
Mr. Neuharth designed the paper to be colorful
and eye-catching (Ferrell & Hartline, 2014).
Articles were brief and to the point, and the paper
consisted of four sections which were Money, Life, News, and Sports (Ferrell & Hartline, 2014).
USA Today was not the “typical” newspaper and therefore was the subject of much
criticism (Ferrell & Hartline, 2014).
Much of the criticism was directed to the gimmicky style of
the newspaper, specifically the color, the graphics, the casual writing style, boxes and charts, and
the overload of statistics (Ferrell & Hartline, 2014).
However, despite the criticism,
filled a need, especially among business travelers or those who want the news, but are in too
much of a hurry to leisurely read a newspaper (Ferrell & Hartline, 2014).
In fact, critics
nicknamed the USA Today the “McPaper” for its lack of serious journalism and non-traditional
writing style (Ferrell & Hartline, 2014).