Publications
Publications
  • March 1998 (Revised November 1999)
  • Case
  • HBS Case Collection

USA TODAY Online

By: John A. Deighton and Anthony St. George
  • Format:Print
  • | Language:English
  • | Pages:20
ShareBar

Abstract

How should USA TODAY use its brand franchise to build a publishing business on the World Wide Web? Advertising Age described the first steps as "a case study in how not to do it," but by the end of 1997 USA TODAY Online is the most visited news site on the Web. Now the challenge is to become profitable. The case explores the migration of a powerful newspaper brand to the Internet, the design of the product and delivery system, and alternative sources of revenue.

Keywords

Digital Marketing; Design; Profit; Revenue; Brands and Branding; Marketing Strategy; Internet and the Web; Information Industry

Citation

Deighton, John A., and Anthony St. George. "USA TODAY Online." Harvard Business School Case 598-133, March 1998. (Revised November 1999.) (request a courtesy copy.)

About The Author

John A. Deighton

More Publications

Related Work