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Operation Manager

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TAGCB | USA TODAY: Innovation in an Evolving Industry | |
Dalia Al Asali
Kamal Odeh

Q1) 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
Through Research they found out that all competitors target the intellectual elites therefore USA today should target the achievement oriented men and men of professional and managerial positions which are the middle America young well educated who are on the move about current events.
Also due to experiment to choose the format of the paper through a prototype delivered to 5000 expert in that field they knew which preferred layout to choose form, and also from another research to choose the content of the paper which from the results they established that the paper consisted of 4 sections: News, Money, Life and sports.
Also from the two trends that Neuharth was going to take advantage of that is going on among the reading public, an increasingly shorter attention span and a generation nurtured on television a growing hunger for more information but readers faced the problem where there is too much information out there with so little time to absorb all of it, he made his paper laid out for easy access and quick comprehension by time-pressed readers.

Q2) how has a continuous strategy of marketing innovation proved successful for USA Today and USAToday.com? Do you believe that USA Today is well positioned for the future? Explain.
Very successfully. While there have never been any extreme changes, both products have evolved over time in an effort to stay a step ahead of the competition and to keep up with changing consumer needs and technology. From the beginning the newspaper was designed to be like no other paper: The newspaper has done many quality

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