"U.S.A. Online" - A Case Study

Paper Summary:

An analysis of the move of "USA Today" from a newspaper that had a distinct non-elusive image of being both easy-to-read and easy to peruse into a semi-interactive internet site. This brief, yet coherent, analysis of the problems is divided into three parts: a) The efficacy and power of the "USA Today" print branding; b) The loss of that efficacy and power by a misunderstanding of interactivity on the World Wide Web, and c) suggested implementable options available to "USA Today" management to rectify the problems.

From the Paper:

"The "USA TODAY" print publication counted its circulation growth by using total number of copies sold, which accounted for its 2.2 million circulation figure, a figure, which, by the way, allowed it to charge premium rates to advertisers. A second way in which "USA TODAY" online differs from "USA TODAY" offline, is in the viewer usability. It must not be forgotten that no special equipment is necessary for reading the offline version (standard print) while to read the online version, the reader must have a) a computer, b) a modem, c) Internet Connectivity, d) a Web browser, and e) patience."

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