The Strategy And Practice Of Running USA Today

The newspapers and magazines industry of the United States is prosperous and flourishing. According to the data that American newspaper association announced in 2001, all kinds of national newspapers' total amount of 2000 amounted to 9169.From 1783, the birth of Pennsylvania Evening Post ,the first national newspaper daily, the tradition of the American newspaper is to build up on the foundation of city and community, there is no provincial newspaper just like in China,and there is no real national newspaper in meaning and form.In 1982, the publication of USA Today announced the end of this tradition. From its creation ,USA Today has been against the tradition of American newspaper,it sets its position on a popular cultural newspaper of facing the whole country,takes service as its guide, with the main cotent of tour, health, automobile and personal finance , by taking out of the ordinary,relaxed delectation, colorfulness as its aim, sometimes cynical, but totally optimistic and enterprising, always being filled with fun, glorifying its character and colors at the same time, intentionally draws back the distance with major newspapers of style and elegance . At a series of realms of editting thoughts, contents creation, market position, expansion, issue and advertisement management,it carries on quests of deviating from tradition.This article takes USA Today as the research object,with the method of combining material analysis with case study, by combing the strategy and practice of its content creation, editting thoughts, market position , expanion, issue andthe advertisement conducts ,it tries to summarize and generalize its complete principle and practice of running the newpaper that Chinese newspapers industry can draw lessons from. The first part of the thesis is an overview, introducing the developing track and the achievements of USA Today.The following part is divided into six chapters and argues the few aspects of contents : expansion, issue, advertisement management, print , technique support ,the group support and its founder. Finnally, at the conclusion part, it sums up the characteristic of running USA Today, at the same time, by comparing with New York Times ,Washington Post and Wall Street Journal , it points out the obstacles of restricting its further development and puts forward the suggestion.