USA TODAY 案例分析.ppt

1、Innovation and Evolution in a Troubled Industry Alexandra Wei Yan Xu,First published in 1982 Flagship of Gannett, the largest newspaper publisher in the US USA TODAY is the #2 daily newspapers in the US 1.8 million circulation members, over 3.7 million daily readership (March 2010),QUICK VIEWS,HISTO

2、RY,1982 USA Today debut by founder Allen H. Neuharth and part of Gannett Co.,Circulation topped 1 million a mere 7 months after its introduction. 1983,Profits reach approximately $5 million 1993,1994 Profits double from the year before to approximately $10 million. President /Publisher, Tom Curley,

3、drives the paper to more responsible news,1991 Editors focus the product on more hard news than features.,2000 USA Today receives its first redesign a decrease of 4” in width and slimmer pages.,USA Today creates a major spinoff USA Today Online 1995,USA Today looks into brand extensions by way of re

4、tail locations and television 2008,2010 USA Today declares a shift in focus from print to digital media/phones,FINANCIALSOF GANNETT,Gannett keeps decreasing in both revenues and profit recent years,READER DEMOGRAPHIC,70% Male; 30% Female Average Age: 47 Years Old Average Annual Income: $76,000 Onlin

5、e Readers: 54% Male; 46% Female Employment Positions: Upper Management 86% own computers/have access to the internet Readers are often tech junkies and sports fans (75%) have active lifestyles: enjoy travel,Growth in USA Todays Circulation,1,2,3,MARKETING STRATEGY ?,Target: Fill a gap in the market

6、Target: TV generation shorter attention span wider information needs,EARLY ACCOMPLISHMENT,Product: Break the tradition shorter pieces with eye-catching, colorful photos, graphs, and charts to meet TV generations needs Change soft features to hard news by 1991 Promotions: “BusCapade” “JetCapade” Adve

7、rtisement space,EARLY ACCOMPLISHMENT,TOP 5 Subscribers Newspaper,Since the number of The Wall Street Journal includes its 400,000 paid-for, online subscribers, USA Today actually is the widest circulated print newspaper in the United States.,Adult readership continues to fall. Only 19% of the 18-34

8、year olds rank newspapers as their primary source of information. 60% of newspapers under 500,000 lost circulation. 65% of newspapers under 25,000 lost circulation. 69% of all Sunday newspapers lost circulation. Weekday circulation in 2009 is at about the same level as in 1955.,More Facts,Time to mo

9、ve online,Target changes TV generation PC/Internet generation Reading habit changes What they want? instant, sortable, searchable, portable, savable, it would be best if in full color with animation What they use? Laptops, smartphones, E-readers,Tone Liberal bias, first person, opinion orientated, a

10、nd conversational (interactive) Appealing? Easier to read More interesting Alternative style that provides new information Promotions Online news,Break traditions again,Spinoffs Sports Weekly Magazine USA Today Online Cell Phone Applications AutoPilot Application Pods and Blogs,CURRENT STRENGTHS,Tel

11、evision USA Today Live Partnerships: Fuse Versus MOJO HD Phone Partnerships: MobileVoiceControl Hampton Hotels E-Papers i.e. Kindle,BRAND EXTENSION,TOP 5 Subscribers Newspaper,Since the number of The Wall Street Journal includes its 400,000 paid-for, online subscribers, USA Today actually is the wid

12、est circulated print newspaper in the United States.,COMPETITION,Owned by DOW Jones Includes newspaper, newswires, magazines, websites, indexes, television, and radio. Targets influential business readers. More than of print/online readers are employed as top management. Average household income of

13、reader is $191,000 Looking to add ads on the front page,COMPETITION,Targets the intellectual elite Readers have an average income of $88,523 Ownership of other newspapers and related websites, two Nyc radio stations, nine television stations in seven states, and A Reducing the width of the print ver

14、sion Looking to reduce costs i.e. cutting staff,COMPETITION,CHALLENGES,Economy Accelerating decline in revenues 7.4% in 2007 19.7% in 2009 25% expected in 2011 Soft advertising market Less advertising especially in automotive, retail, and employment sectors. High cost of news printing Trying to impr

15、ove this using recycled fibers,CHALLENGES,Technology More options to news and news coverage. More timely news information available. News customization Wireless devices iPhone Blackberry,CHALLENGES,Cultural Shifts People over the age of 59 have the most newspaper readership. Only 50% to 60% of Baby

16、Boomers read newspapers. Millennials will have a significantly lower number.,FLIPBOARD Social Media in a Magazine layout. Named Apples iPad App of the year for 2010. One of Times Top 50 innovations of 2010. USA Today is the first National Newspaper available on FlipBoard.,IN THE NEWS,They need to transition their focus to adjust to technological changes. Work on wireless device applications E-readers Television presence i.e. Broacast News Online platform needs to be more “attractive.”,RECOMMENDATION,Hoovers Academic: USA Today. Cited from Circulation