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USA Today: Innovation in an Evolving Industry (located in textbook appendix)
Write an analysis paper on the USA Today case study. Within your paper be sure to answer the following questions:
- What opportunities in the marketing environment did Gannett seize in launching USA Today? How did the company learn about and respond to these opportunities? Answer the same questions for USAToday.com
- How has a continuous strategy of marketing innovation proved successful for USA Today as it looks toward its future? Explain.
- Based on USA Today’s experiences with print and online news, evaluate the long-term potential of printed news and the newspaper publishing industry. Do you believe printed newspapers will continue to survive despite digital competition?