In the past decades, USA Today has received recognition as the most successful organization in the corporate history of US in its role of newspaper delivery. At the point when daily papers were the first type of read news, USA Today accosted the business market in the national daily newspaper field.
Other companies mushroomed as top dogs in the online news area, and further developed businesses that moved towards online news. In this case, the USA Today opted to take a different route. They were forced to stay ahead or move with the pace of the competition. The year 1982, when the operation of USA Today started operations, it was the pioneer of the national daily newspaper, delivering news in every state in the USA. The categorization of the publication ranged from daily to weekly newspapers. However, its operation began quite slowly, but the quality of reporting improved, as well as the revenue and the advertisement.
However, things began to change in late 1990. Online reporting emerged being the most popular means of reading news, and more individuals were shifted to reading the daily newspaper on the internet where they could read the breaking news as it happens. How was US Today going to cope with the evolution? They slowly began to lose their market share in the sales of the daily newspapers. Their reaction to this situation was Online USTA's form of online news. This led to the creation of the Network Strategy (Tushman, Roberts, & Kiron, 2001). The technique incorporated paper, television, and digital news; whereby there was the creation of television content, while the paper would offer content to online audience. Afterward, digital images would be directed to the newspaper and then video to the online platform. The use of online strategy began as news in which individuals would pay a monthly subscription, this immediately changed into a free paper, while advertising became the chief source of revenue. Online began as a self-governing and autonomous operation of the newsroom. In this view, the USA Today management needs to look at some of the strategies that will seek the development of the company in beating their competitors (Tushman, Roberts, & Kiron, 2001).
As a print media, it is important for the USA Today to begin strategizing on better ways of sustainability in the media industry. In this matter, the CEO of the company has the responsibility to chart and implement an organizational strategy that will focus on the digital media, beginning with the USA Today’s online re-launching of its mobile and tablet products. It must also continue to utilize most of the value-added services to advance distribution of the proprietary content and smooth product differentiation. For the USA today to withstand the competition in both the digital and print market, its future relies on its ability to continue developing and applying marketing strategies to the changing needs of the media market (Ferrell & Hartline, 2014).
USA Today ought to figure out the direction of the company and deliver the message to each person. Management is expected to take the responsibility of decision making, and let everyone get involved in the making decision process. The company success will depend on communicating in the way in which the organization is moving, and defining the role of every individual; USAT can take the transition much clear to all the employees and the customers as well. Unbelievably, Curley chose to integrate all systems, and it appears to have been effective. They just had one year where circulation was reported to be down. In spite of the fact that individuals genuinely questioned the process of integration, it worked, and USAT is still an active organization.
References
Ferrell, O. C., & Hartline, M. D. (2014). Marketing Strategy Text and Cases. South-Western Cengage Learning. In Library of Congress Control.
Tushman, M. L., Roberts, M. J., & Kiron, D. (2001). USA TODAY: Pursuing the Network Strategy (A).
