Research Paper on:
USA Today Online; A Marketing Case Study

Unformatted Sample Text from the Research Paper:
decided to take an alternate marketing and production strategy and look to enter a paperless environment where communication and electronic and interference of information had become more accepted, it decided  to open an online newspaper in an environment where there was still a very strong association with newspaper appearing in newsprint. The  idea of an information network had attracted USA online in 1994 when it was looking for potential market segments and as a result found that of the virtual basketball players  which resulted in a big success. The service was launched in 1995 and was a fast service with a subscription of $12.95 a month giving access to the full online  version of the paper as well as an inclusive time of three hours on line. This was early in the days of the paper and as a result we can  see that the competitive environment was much less, CompuServe was a well known brand name and there were many homes without internet accesses. Although competitive the market was far less  competitive today and the barriers to entry and exit were seen as higher due to the amount of investment required. The service  that the paper offered in terms on a non subscription was originally meant to be a short term service as they subscribed to the network via the Microsoft network which  meant that of a period of time it would be available to both subscribers and non subscribers. This saw an emergent strategy in the fact that the non subscription service  was so popular meant that it became apparent that there would be a greater potential to use the existing user base and make the service one funding and creating profit