The USA Today is a leading name in the newspaper industry of the United States. Its simple layout and colorful presentation are the most admired features of the newspaper. The creator, Gannett Company Inc., chose the newspaper industry to tap into the English reading population and make the life easier for the readers. USA Today has brought an evolution in the daily lives of the consumers through its innovative approach. It was launched in the early 1980s to fulfill tow significant needs of the consumers: first is the need for short spans and secondly the need to be informed (Knight, 2012). The company initiated the provision of more information in less time. The target group of the paper are the professionals, businessmen, politicians and all the educated personnel of the country. The target market of the paper is TV focused; the simple layout of the paper has been particularly designed to cater the time pressed readers.
As compared to the Wall Street Journal and the New York Times, the design and layout is radical with more descriptive features. The advertisers along with the readers receive the paper well providing it a competitive edge overs its rivals. Focusing on the two consumer needs, the paper has been positioned according to the opportunistic gap available in the US market. Its unique style eases the consumer with the colorful contemporary look and the consistency of the paper adds value to the paper (Seymour, 2012).
ANALYSIS
Conducting the SWOT analysis of the paper, some of the strengths have been identified: the core strength of the paper is that it knows its customers very well; by conducting in-depth marketing research, it has designed the paper to be readable. One of the attractive features of the paper is the state by state headlines and the full news coverage of the world. In addition to the fifty states of USA, the paper is also distributed in Canada and the United Kingdom. Its colorful aesthetics make it easily identifiable in the news stand to gain the attention of the consumers.
Despite its position as a market leader, the USA Today lags behind the Wall Street Journal due to its inability to gain online subscriptions. The critics give negative reviews to the USA Today television. Although the newspaper has been well positioned, the paper is faced by increasing competition. The negative reviews to the online version and the parodies act as limitations to the paper. There are several opportunities available to the company in the modern era: first of all it has a greater chance to generate more revenues if it enters into a partnership with other websites (Seymour, 2012). It must focus on adding value and introducing innovative features to its print and online paper too. By focusing on internet opportunities, USA Today can generate more revenues; special emphasis should be given on marketing.
EDUCATED OPINION
The innovative format of the newspaper has led to achieve the rapid success: it has been particularly written in short pieces with practical columns and colorful charts (Knight, 2012). The layout makes the communication with the reader easier and direct; the thinner pages are easy to handle. It also includes the late deadlines with more updated information. The paper also provides expert services for the readers on financial planning, taxes, college admissions and even business development. The online version of the paper is the top site of the internet for information. It gives the readers access to updated information.
Though all the media outlets have been suffering heavily in the modern era due to a decline in the readership, the paper has been enjoying consistent growth. The paper has been well positioned to deliver the world at the door steps of the readers in the form of news. The company has been focusing on identifying the needs of the consumers and by communicating with them. They have been responding to these needs and adding value to the reader’s experience by innovative approaches (Seymour, 2012). The printed newspapers require more innovation and attention grabbing features in order to survive in the digital competition; there is limited time available to the readers.
References
Knight, E. (2012, 14th Sept). Will USA today's new look secure its tomorrow?. WORLD ASSOCIATION OF NEWSPAPERS AND NEWS PUBLISHERS, [web log] Retrieved from: http://www.editorsweblog.org/2012/09/14/will-usa-todays-new-look-secure-its-tomorrow [Accessed: 8 Mar 2014].
Seymour, C. (2012). USA today considering a digital future after 30 years of print success. [online] 19th Dec. Retrieved from: http://www.econtentmag.com/Articles/News/News-Feature/USA-TODAY-Considering-a-Digital-Future-After-30-Years-of-Print-Success-86408.htm [Accessed: 8 Mar 2014].
