USA TODAY Online Full - USA TODAY Online Brand Audit Kyle...

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Unformatted text preview: USA TODAY Online Brand Audit Kyle Hanofee, Shannon Dutton, Caitlin Vodopia, Ashley Hamm, Meredith Roth USA Today Online Brand Audit A comprehensive examination of a brand to discover its sources of brand equity TABLE OF CONTENTS Chapter 1: Background Information 3 Chapter 2: Current Marketing Activities and Position of the Brand Chapter 3: Problem Statement Chapter 4: Identification of Brand Position Chapter 5: Recommendations Chapter 1: Background Information Allen H. Neuharth conceived the idea behind the USA TODAY newspaper in trying to fulfill a new niche of a national daily newspaper. In the early 1980s general interest papers other papers focused on local readers, community news that was supposed to local retail and classified advertising. Instead of this, Neuharth wanted the news reported to be at a national level with stories from all 50 states. USA TODAY also targeted readers of weekly subscriptions and their national advertisers by using full color spreads.Neuharths idea consumer was mobile, intellectual and upscale all of which he achieved. Despite industry criticism, the paper was a huge success and became profitable in 1993. The same year was the birth of the World Wide Web, which paralleled the online services industry. Top management at USA TODAY decided to explore how USA TODAY could brand into new markets that might include news via online services or the World Wide Web. Their launch into online services headed by VP Lorraine Cichowski and kept to a small business unit originally aimed at providing minute by minute up to date sports statistics primarily for fantasy baseball fans. It was then extended into a full online paper using a subscription fees as revenue stream. After Netscape released the free browser their revenue model switched over to advertising based. By 1997, Simmons Market Research dubbed USA TODAY the premiere online newspaper. Statistics of growing circulation and online growth of over 10% was outstanding. However, competition including CNN, ESPN, CNBC and Yahoo were quickly catching up. Despite seeing this, senior management became optimistic about USA TODAYs current success and accolades, forgetting their core value of continuousimprovement to the website. Chapter 2: Current Marketing Activities and Position of the Brand USA Today is a national general-interest newspaper that appeals to mobile intellectuals with full color pictures and short articles. As the internet became the dominant medium to distribute information, USA Today worked to develop a website that could mimic the features of their popular newspaper. The result was USA Today Online. The website relies heavily on the well-established USA Today brand name to attract readers. It is unclear whether this tie will help or hurt the future of the site, but so far it has been successful in competing in the online publishing industry....
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This note was uploaded on 01/25/2011 for the course MGT 4304 taught by Professor Vanittersum during the Spring '08 term at Georgia Institute of Technology.

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USA TODAY Online Full - USA TODAY Online Brand Audit Kyle...

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