USATODAY案例分析.pptVIP

Hoovers Academic: USA Today. Cited from /H/company360/overview.html?companyId=115987000000000 Circulation numbers for the 25 largest newspapers. The Boston Globe. 2010-10-25. /business/articles/2010/10/25/circulation_numbers_for_the_25_largest_newspapers/ Roland Tan Chee Teik, The New Generations Reading Habits. Cited from .sg/mbs/pub/gen/mbs_pub_gen_content.cfm?ID=2896mnuid=92 /publications/article/159817/ / /wiki/USA_Today /marketing/media_kit/pressroom/2011/releases/1014011_usat_becomes_first_national_newspaper_available_on_flipboard.html 1982 – USA Today received great success due to innovative format. Gannett currently largest US newspaper group in terms of circulation. * But the population continues to grow. So penetration is dropping even faster than circulation! * The main reasons for the dropping revenues of the publishing industry are the easy access to content on the Worldwide Web and on smartphones, the decline in advertising, and the changing reading habits of the younger generation. The younger generation who have grown up with personal computers want their reading material to be instant, sortable, searchable, portable, savable, and in full color with animation if possible. The print media cannot satisfy all these demands. E-books and E-magazines take over. * Instead of being professional, fact based, serious and no bias towards either party * 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) 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, drives the paper to more