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Running head: CASE ANALYSIS: USA TODAY 1 Case Analysis: USA Today Jose Robles July 17, 2018 Grantham University
CASE ANALYSIS: USA TODAY 2 Introduction With just about everything in the world being affected by innovation, the newspaper industry has and is taking a big hit. In an industry where it’s hard to survive, Gannett and USA Today are doing whatever it takes to continue to be one of the best resources for news. Much of USA Today’s success is due to their innovation of the newspaper. From added graphics, to a smaller paper, to ads on the front page, USA Today did to the newspaper what others where doing to other products. 1. What opportunities in the marketing environment did Gannett seize in launching USA Today? How did the company learn about and respond to these opportunities? Going against research, USA Today targeted “young, well-educated Americans who were on the move and cared about current events” (Ferrell, 2017). USA Today was unique in itself because it was designed for the television generation. Allen Neuharth believed that this generation had an increasingly short attention span and wanted more information. Neuharth also believed that there was a plethora of information available across the world for people to know, but people didn’t have the time to absorb it all. He wanted to make a newspaper where

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