variety of things they are doing to stay out of commodity status as well as remain different in a growing
As the newspaper industry changes through social, cultural, and technology USA Today is
putting forth extended efforts to keep up (Ferrell & Hartline, 2014).
First step that USA Today took was a small change, but by changing their paper to a smaller
width helped make the paper appear cleaner as well as handled easier (Ferrell & Hartline, 2014).
what could be called a web-width they can save significant money by making the content appear
narrower rather than having to eliminate the content altogether (Astor, 1996).
USA Today went against a
cherished practice to remain different by offering space on the front page for advertisements (Ferrell &
Despite increasing promotion as well as distribution costs USA Today was able to remain
profitable with spin-offs such as Baseball Weekly and USA Today’s Open Air magazine (Ferrell & Hartline,
They even were able to create success as well as future potential through their online page
At first they charged a subscription, but that was quickly dropped to allow free access to
The online platform provides readers with real time sports, business, news, and weather
(Ferrell & Hartline, 2014).
With the web-site they were able to offer communities that had interactive
content such as discussion forums as well as implemented a variety of links to topic pages with its stories
to help promote conversations throughout the nation.
USA Today has gone above the daily news with their opening of three USA Today Travel Zone
retail locations, which are located inside airport terminals (Ferrell & Hartline, 2014).
These stores offer
travel items as well as reading material for those traveling.
Detroit Metropolitan’s North Terminal
became the home of the first three stores on September 17, 2008 (Meyer & Naik, 2008).
have been opened in the years since in other major airports across the county and still provide services
to travels today.
Lastly is there television service, USA Today Live has helped expand its reach even
further, and the company has been continuing to develop partnerships with major brands like Doritos as
well as national Geographic (Ferrell &Hartline, 2014).
With their continued efforts to stand out against heavy competition USA Today looks to have a
As long as they can be innovative and a head of the curve they will be around for a long
time to come and stay out of the commodity status.
Astor, D. (1996). Syndicates are on a web-width watch. Editor & Publisher, 129(6), 8.
Ferrell, O. C., & Hartline, M. D. (2014). Marketing Strategy: Text and Cases (6th Ed.). Mason,
OH: Southwestern/Cengage Learning.
Meyer, T., & Naik, S. (2008). Media companies expand into retail, oenophilia. B To B, 93(14), 41.