Premium Essay

Usa Today Case

In: Business and Management

Submitted By babasi
Words 7300
Pages 30
Why did the newsroom staff not see the online format as an opportunity?
The USA Today case presents the problems of a planning process and strategies inside a corporation related to performing changes in the organizational structure and teams. USA Today is a newspaper company of Gannett Corporation, that whit the beginning of the digital era started to have problems with their organizational and operational structure. The biggest problem faced by USAT was the integration between their different types of staff: the paper and the online.
USAT faced many problems with the integration, especially because both of the sectors were considered independent, having different organizational structures, which result a challenge on the process of integration.
The reasons of why the newsroom staff didn’t accept the idea of working together was primarily because they believed that the online sector was responsible for their loss of market share. That the Online division was a competitor instead of a partner for them. The fact of both departments appears so different, cause a big problem for Curley’s plan.
Both staff has different ways of work, like the different deadlines, fear of letting breaking news be posted online, where the competitors could reach and present before then, resulting on loss of their readers.
No one of the senior staff was willing to accept the transformation of a traditional business into a full digital business, although they were aware of the changes in the consumer behavior.
It becomes clear that a transformational leadership needed to occur in the company, however, if what could be an interesting option in that case, if the leader does not have these characteristics, could be use a human resources structure to support the shift. Even though, Curley changed human resources VPs, we do not see that these more sensitive profile of professional was able…...

Similar Documents

Premium Essay

To What Extent Does Racism Continue to Be an Issue in the Usa Today.

...To what extent does racism continue to be an issue in US politics? In this essay I will assess whether racism still continues in US politics today. There is one side that believes that racism still continues in US politics and that discrimination against race and ethnicity is a big problem. However there is another side that argues that America is no longer racist and that race and ethnicity is no longer an issue in American politics. Neither of the sides will ever agree on one side. My first point that racism continues to be an issue in US politics is education. African Americans cannot get the same grades as white Americans without having to work twice as hard due to the racism that is attached to them. An example of this is that total for students in 2006 department of education, 37% of African Americans were suspended and 58% expulsion, with such high levels of African Americans subject to punish it is clear to see that racism does still continue in the US. However many would argue that American education is not racist through many African Americans getting certificates and highly paid jobs as seen with Obama being president. An example of this in action can be viewed in 2000 86.8% of African Americans achieved a high school certificate compared to 1960 where only 39% achieved one, this shows that racism is no longer a problem in US politics and is a thing of the past. My second point is the issue of racism post 9/11. Stigma is attached to minority groups because of......

Words: 1025 - Pages: 5

Premium Essay

Usa Today Case Study

...Background USA Today is a national U.S. daily general-interest newspaper, the first of its kind. Launched in 1982 by Allen Neuharth, head of the Gannett newspaper chain, it reached a circulation of one million within a year and surpassed two million in the 1990s. Initially considered gimmicky and insubstantial, it gradually developed a reputation for higher quality while increasing its circulation and advertising revenues at a time when few papers were experiencing growth. The features that originally set it apart are abundant colorful graphics, very brief stories, and a concentration on sports and celebrity, have influenced other newspapers. To date, USA Today remains the widest circulated print newspaper in the United States. Issues Cultural shifts and aging An increasing number of potential consumers have been shown to dislike reading newspaper. In order to combat this, USA Today should add sections that appeal to a younger audience, such as fashion and/or entertainment news. This will not only attract younger consumers, but also attract female consumers who do not currently make up a large portion of USA Today’s customer base. Technology There has been a shift in recent years to reading newspapers online or on e-readers, such as the Kindle or Nook. USA Today currently has a version of the newspaper available for the Kindle, but they should also add a version for the Nook. Also, they should promote their online website as a source for receiving the same news as......

Words: 730 - Pages: 3

Premium Essay

Usa Today Case Analysis

...USA Today: Case Analysis 1Research and update the case information as much as possible with current research, and then conduct a comprehensive SWOT analysis for USA Today. Since its 1982 debut, the American newspaper USA Today has had a major impact on the North American Newspaper industry. It has been an immensely successful experiment, a trend - setting hybrid of print and television journalism which in less than 10 years was able to boast a daily readership of 6.6 million. With its effective use of bright colors, high – quality photo reproduction, innovative graphic design, and brief stories, Gannet Co. the parent company of USA Today established the newspaper in its quest to appeal to a new generation of readers who are predominantly young and middle aged achievement-oriented students, professionals and managerial personnel who were heavy newspaper readers and frequent travelers. Weaned on television, this new generation is increasingly attuned to images rather than words and, because of a busier lifestyle, has less time to read than earlier generations of newspaper readers. USA Today has made huge gains by tailoring its product to this market segment. At the same time, it has influenced the form and content of a host of other North American newspapers. The most notable examples are Wall Street Journal and New York Times. USA Today has become one of the leading sources for news in the nation.   It has established its credibility and validity as a reliable and......

Words: 2608 - Pages: 11

Premium Essay

L’oreal Usa: a Conflict Management Case.

...The outcome of the short-term outcome of the conflict is that L’Oreal has to face to Yanowitz’s lawsuit. However, This lawsuit will develop into a public relations disaster, then L’Oreal will lose it’s strong brand identity and reputation if the conflict is not resolved. The key shareholders in this case not only care about the influence any negative press surrounding this lawsuit will have on the stock price, but also worries about any long-term ramifications to the L’Oreal brand. There are many reasons for conflict within a team or between teams. In this case, there are three primary causes of the conflict. First of all, When Wiswall told Yanowitz to terminate sales associate he thought unattractive, she did nothing to fire the sales associate and did not file a complaint with Human Resources; nor did she let Wiswall know his order was discriminatory. Then, L’Oreal management began soliciting negative feedback on Yanowitz after her supervisor discovered the Middle Eastern employee had not been fired. Thirdly, Yanowitz was forced to take a medical leave of absence as the cause. L’Oreal replaced her three months later. At the beginning, Yanowitz claims she was terminated because of her refusal to fire a fragrance sales associate who was thought by Wiswall, as unattractive But she did nothing to deal with this issue, even didn’t not file a complaint with Human Resources, due to a severe lack of internal communication between team members in the group. Also, L’Oreal claims......

Words: 630 - Pages: 3

Premium Essay

Dirt Bikes Usa Running Case Study

... DIRT BIKES USA RUNNING CASE STUDY 1. What are the company’s goals and culture?  Dirt Bikes USA is a small company headquartered in Carbondale, Colorado that manufactures and sells its own brand of off-road motorcycles. It was founded in 1991 to produce dirt bikes that could be customized for racing and off-road recreational riding using the best quality components and parts from all over the world. The company has continued to grow and now faces a new set of challenges and opportunities. 2. What products and services does Dirt Bikes USA provide? How many types of products and services are available to customers? How does Dirt Bike USA sell its products?  Dirt Bikes’ founders realized that the most popular dirt bikes were foreign brands and wanted to capitalize on their proximity to the dirt bikes racing circuit and market in the United States. Carl and Steve hoped they could develop bikes that performed and looked better than the competition by using the best custom parts available. Dirt Bikes does not hesitate to use quality components from all over the world. The engines for Dirt Bikes are Rotax engines from Austria and tires are from Dunlop, but many of their parts, such as shock absorbers, front wheel forks, exhaust pipes, and headlights, are from the United States. Dirt Bikes makes its own frames, shaping them to give them the unique spirited style for which the company is noted. The company’s parts and service business accounts for about 15% of its total......

Words: 1382 - Pages: 6

Free Essay

Usa Today

...It's good to have all this in the same place. It's good to have all this in the same place. It's good to have all this in the same place. It's good to have all this in the same place. It's good to have all this in the same place. It's good to have all this in the same place. It's good to have all this in the same place. It's good to have all this in the same place. It's good to have all this in the same place. It's good to have all this in the same place. It's good to have all this in the same place. It's good to have all this in the same place. It's good to have all this in the same place. It's good to have all this in the same place. It's good to have all this in the same place. It's good to have all this in the same place. It's good to have all this in the same place. It's good to have all this in the same place. It's good to have all this in the same place. It's good to have all this in the same place. It's good to have all this in the same place. It's good to have all this in the same place. It's good to have all this in the same place. It's good to have all this in the same place. It's good to have all this in the same place. It's good to have all this in the same place. It's good to have all this in the same place. It's good to have all this in the same place. It's good to have all this in the same place. It's good to have all this in the same place. It's good to have all this in the same place. It's good to have all this in the same place. It's good to have all this......

Words: 591 - Pages: 3

Free Essay

Usa Today Case Study

...and update the case information as much as possible with current research, and then conduct a comprehensive SWOT analysis for USA Today. USA Today is currently the second largest selling daily newspaper in the United States. It started in 1982 with a circulation of 350,000 and grew to over 5.4 million people reading the USA Today network daily (USA Today MRI Demographic Profiles, n.d.). USA Today is popular because of format, colorful pictures and charts, and condensed articles. The paper targeted a different demographic than its predecessors and was able to get more people interested in newspapers than had previously been. USA today grew quickly and appealed to many different age groups because of their attention to not only the current issues but also celebrity news and a strong sports section. USA Today currently has 46% of the market share with total circulation of national newspapers (USA Today MRI Demographic Profiles, n.d.). When technology began to boom and more people began to get their news from the internet or mobile devices, USA today began to see a decline in revenue and growth. They had to begin to focus on their website as well as a mobile app. Today 68% of USAToday.com and USA Today mobile app users are between the ages of 18 and 49 (USA Today MRI Demographic Profiles, n.d.). This demographic is very important in growing USA Today’s sales as more of the baby boomer generation is retiring and not staying current with the news. USA today has many......

Words: 771 - Pages: 4

Premium Essay

Usa Today

...Elizabeth Paul MKTG610 Marketing Strategies Mark Cusack USA Today: Innovation in an Evolving Industry 3/4/2015 USA Today: Innovation in an Evolving Industry USA Today has been a widely successful company for many decades now. When newspapers were the only form of read news, USA Today cornered the market in the national newspaper arena and become one of the number one newspapers for people in the America to read. As the digital age came about, it was time for change and USA today had huge competition ahead of them and difficulty if they did not chose to compete. New companies were emerging as leaders in the online news world, and even established companies were moving towards online news to keep up with the growing technology. Even though things started out very slow, with the reporting quality increasing they saw a large growth in the advertising and revenue side of things. The values that it included were independence, fairness, accuracy and trust. Loyalty played a huge part and something that the reporters loved and cherished about the company itself. However in the late 1990s, things started to change and technology readily started to take over the nation. Online reporting started to become popular as it was quicker and easier for people to access so more people were going from reading the daily newspaper to the internet for their breaking news. They quickly started losing their market share in the daily newspaper sales so they knew chance was needed to be able to......

Words: 947 - Pages: 4

Premium Essay

Bank Usa Case Study

...CH 3 Bank USA Assignment Measuring Performance in Operations 1. You have been called in to assist Mr. Jackson in analyzing the data he collected. Using basic statistical analysis tools, what can you tell him about the wait times? My statistical analysis of the call center data was that the average queue time lasted somewhere between 1.9 to 2.6 minutes and the median queue time was less than 2 minutes per call. The lowest range for the calls was between 9 and 27 seconds per call, and the highest range per call was between 350 and 876 seconds of queue time. The standard deviation showed that out of 500 calls, the SD was 16.2 seconds, which equates to less than 1 minute per call or a quarter of a minute per call average. 2. How should Mr. Jackson respond to Ms. Sutherland at their next meeting? What should he tell her, and what steps might you suggest he do next? My suggestion to Mr. Jackson would be to show Ms. Sutherland an excel spreadsheet of his findings with queue times projecting how long the caller set in the queue and how long it took the representative to resolve the caller’s issue. In addition, Mr. Jackson needs to develop a time frame each representative should spend on a call, and empower the representatives with authority to use judgment to resolve problems under the two-minute threshold. If a problem takes longer, then representatives should collect all of the necessary information to resolve the issue, and contact the caller back with......

Words: 320 - Pages: 2

Premium Essay

Usa Today Case Study

...Case 1: USA Today Strengths • Strong, respected brand • Strong target market • Highly Innovative • Strong Brand Extension • Gannett is huge media conglomerate (hard for smaller competitors to compete against) Opportunities • Partnerships with online websites such as Amazon • Increasing number of white collar workers (USA Today’s target group) • Continued growth in social media outlets • Continued growth in new technologies Weaknesses • Unable to get paid online subscribers, like Wall Street Journal • High fixed costs • Weak profit margins Threats • Online advertising competitors, such as Google. • Decrease in sales, readership and ad revenue in print industry, due to digital trend • Large number of competitors (print and online) 1) What opportunities in the marketing environment did Gannett seize in launching USA Today? How did the company learn about and respond to the opportunities? Answer these same questions for USATODAY.COM. One of the opportunities that Gannett Co., Inc. noticed in the marketing environment that led to the launch of USA Today was a void in the newspaper market that targeted Middle America. The New York Times targeted those defined as the “nation’s intellectual elite” and The Wall Street Journal focused its effects towards business leaders. Through research, Gannett learned that the paper should target “achievement-oriented men in professional and managerial positions who were heavy newspaper readers and frequent......

Words: 2121 - Pages: 9

Free Essay

Usa Today

...USA Today by Gannett Company On 20th April 1982 - announced the first copies of USA Today In 1985 - became the second largest newspaper in the America In 17th April 1995 - Launced USA Today Online In 2000 - The paper redesign In 2009 - Newspaper have closed shop or reduced publications day and adapt to online only Norfatahiyah Bt Md Sulhaimi 1110937 USA Today Become a more serious newspaper with improved journalism Raising public awareness and move into profitability USAToday.com Readers interacted with the journalist and given opportunity to voice their opinion Continuous strategy of marketing innovation USA Today Product Innovation Promotional Innovation Distribution Innovation USAToday.com Added blogs Really Simple Syndication(RSS) Pod casting No Demand for the newspaper will decrease because customer just get news from USAToday.com Strength Weaknesses Opportunities Threats Huge media conglomerate with Gannett Gannett's capabilities in high-tech graphic design High fixed costs Weak profit margin Increasing numbers of white-collar workers Failure of competition to innovate and innovate rapidly Online news threaten to cannibalize printed news Competition from other newspaper, national and local  Fast delivery the news Design through customer preference Limitation when it saturated Move to USA Today Online Lose readers of the population ages over the next 10 to 30 years Economic factor such as higher newsprint......

Words: 1620 - Pages: 7

Premium Essay

Case 1- Usa Today: Innovation in an Evolving Industry

...1. What opportunities in the marketing environment did Gannet seize in launching USA Today? How did the company learn about and respond to the opportunities. Answer these same questions for USAToday.com. The opportunities Gannet seized in launching USA Today was that he knew his audience were readers with very short attention spans and a growing hunger for more information. The newspaper’s primary mission was to provide more news to their readers in less time. This was done by writing "in shorter pieces an sprinkled with eye-catching, color photos, graphs and charts." (Ferrell, O., & Hartline, M.,2014.). One of the new things that set apart the newspaper was that it was broken into four sections "News, Money, Life, and Sports" thus allowing the reader to jump into whichever section of their choosing the quickest. Gannet solved the early problems of encouraging advertisers to buy ad space by launching a "Partnership Plan", where advertising companies who purchased 6 months of ads in the paper received another 6 months for free. This allowed the advertisers to test the waters for newspaper ads and with the increase of popularity or the paper, more companies wanted to join. USAToday.com, the on-line version of the printed newspaper, is formatted in the same way the printed edition is with bright colors and snippets of news. It was developed to keep up with the growing technology and in response to the slight decline in profits to the printed version. Also, like the......

Words: 1107 - Pages: 5

Free Essay

Case Study Usa Today

...NEW GREEN September 19, 2015 Dr. James Case I USA Today K90000787 1 Case 1- USA Today Kimberley Hutchinson K90000787 INTERNAL ENVIRONMENT Current Marketing Objectives, Strategy and Performance Gannett Co., Inc. began USA Today in 1982 by filling a gap in the newspaper industry. Gannett wanted their paper to provide more news about more subjects in a short time frame. The two trends they took advantage of were catering to adults who had short attention spans and who were nurtured on television. These consumers wanted different information from their newspapers. The readers wanted quick, clear, fact-filled stories that were arranged with subheads, breakouts, informational graphics and that were easy to read. This is what Gannett delivered with USA Today. While the readers’ wants have differed over the years, the paper has kept up. In 1994, the paper upgraded to cover more serious topics and added reader-opinion polls and hot-line numbers. The readers were able to call the lines to obtain additional information on topics they were interested in. In 1995, there was a lull in readership; they began to see the need for more technological data required by consumers. USAToday.com was born and met that need. USA Today and USAToday.com have 5.3 million daily readers with $1.8 million paid subscriptions. Today, USA Today has the largest print circulation with over 1.8 million copies daily and 3.2 million daily readers. They also have the highest......

Words: 4879 - Pages: 20

Premium Essay

Usa Today Case Study Swot

...goal for USA Today and commitment to the customer is “getting news and information into the hands of consumers faster than ever before.” This commitment is one that matches the current marketing goal for USA Today which is to be more innovative in order to differentiate its product from competitors. USA Today showed consistency with this goal by showing innovation in the marketing program. USA Today’s marketing program includes online publications, on-demand news and information, and brand extensions and partnerships. These goals are also consistent with customer demand for digital options as technological advances and mobile access increase. Within the national newspaper industry, USA Today still has the largest print circulation and highest volume of newsstand sales in the industry even though the newspaper’s print circulation has declined. However, its digital subscriptions fall significantly behind its major competitors and USA Today is no longer the most widely read newspaper. In regards to printed newspaper circulation, the industry as a whole is experiencing a decline in performance. This is due to decreased revenues, decreased sales and increased costs. Advertising revenues have declined by 51 percent since 2005. Part of a cultural trend, sales of printed newspapers have also decreased as the customer obtains news from other free sources of media. Increased costs of promotion, newsprint expenses, and distribution also decrease profits. USA Today, like......

Words: 3208 - Pages: 13

Premium Essay

Usa Today: Innovation in an Evolving Industry

...Richard Godfrey BMKT 6311 USA Today Case Study The newspaper publishing industry is one of the most rapidly evolving industries in the world today. Changing due to economic climate shift, consumer needs evolving, enhanced technology, and continuous competition; USA Today has been able to succeed. The publication raises the bar through innovation and value-added content to bolster their standing in the publishing world as “The Nation’s Newspaper” in hopes of staying continually relevant and standing out amongst the competition, ensuring the future of the USA Today brand. 1) When Gannett first debuted USA Today in 1982, the corporation took advantage of a multitude of opportunities in the marketing environment and secured a strong foothold in a market that already had several major players. The most impactful opportunity, in my opinion, is its format. In an attempt to stand out from the competition, USA Today developed a unique format of shorter pieces with photos, graphs, charts in order to address the needs of an audience other publications seemingly ignored. By creating a product high in form utility, the publication was able to distinguish itself and cater to an evolving market. Gannett also cited watching trends and evolution of news readers as part of the success. As society shifted to having typically shorter attention spans, yet still having a hunger for knowledge, Gannett capitalized on these trends with the updated format of USA Today targeted towards the......

Words: 1685 - Pages: 7