|
|
This is only a preview of the paper
Click here to register and get the full text.
Existing members click here to login
|
|
|
Executive Summary:
Product Recommendations: For purpose of increase market reach and audience numbers
§ Build online communities with message boards, newsgroups, discussion groups
§ Develop mass-customization for certain areas of paper; effectively creating market segments
§ Capitalize on the sports statistics sections
§ Further develop money section – as it has the highest readership
§ Continue to focus on relevant national news
§ Offer clubs and memberships for different market segments – such as those interested in college sports, fashion or other areas of potential advertising tie-in
§ Develop email newsletters
§ Develop strategic partnerships with sports groups with the possibility of having some pay services
§ Maximize interactivity
§ Continue to develop high-value strategic partnerships
§ Consider outsourcing development to reduce costs
Revenue Recommendations: For purpose of increasing revenue to maximize profitability
§ New Sources of Revenue
o Through mass customization, create localized classified ad section for readers
o Offer high value pay features – i. ... interactive sport statistic games
o Collect customer information in online surveys for sale to market researchers
o Offer subscription services to pagers
§ New pricing model for advertising
o Switch to click-through from CPM
§ New locations for ads
o Newsletters directed at specific market segments
o Banner ads on mass customized pages – based on multi-segment geographic strategies
o Larger banner ads on front page
o Pop up ads or interstitials on section pages (avoid on front page)
§ New ad types
o Sponsorships of certain newspaper sections
o Advertorials
SITUATION ANALYSIS: Customers: USA TODAY has attracted very valuable customer segments for both their print newspaper and online offering due to the careful positioning of their products. ... The case states the customers are a “mobile, interested, intellectual, upscale segment of society”. The online customers have similar attributes but there are a few key differences. Online readers are wealthier than the print readers, with an average income of $64,000. Also, more males than females read the online paper, possibly due to the emphasis placed on sports.
Approximate Word count = 1551
Approximate Pages = 6.2
(250 words per page double spaced)
|
|
|
|
|
|