Usa Today Essay

932 Words2 Pages

The entire newspaper industry is in a period of uncertainty, including the nations top performing newspapers. USA Today is among the best newspapers, yet the company is struggling to maintain readership. In a world where consumers have information available to them at the click of a button, USA Today has attempted to keep up with new trends in information consumption (Ferrell & Hartline, 2011).

USA Today’s biggest strength in this ever-changing world of technology is its focus on innovation (Ferrell & Hartline, 2011). From its creation, the newspaper was made to be more engaging for a new generation of readers (Ferrell & Hartline, 2011). The target was “young well-educated Americans who were on the move and cared about current events” (Ferrell …show more content…

Throughout the years, they have done “BusCapades,” Partnership Plans, regional ads, and provided increased advertiser flexibility (Ferrell & Hartline, 2011). They also provide discount pricing to hotels, airlines, and restaurants, which gets their brand out to more people everyday (Ferrell & Hartline, 2011). One of their biggest advertising innovations was selling ad space on the cover of their newspaper, which was previously considered sacred space to the newspaper industry (Ferrell & Hartline, 2011). This is now a commonplace practice among newspapers.

I do believe USA Today is well positioned for the future. As previously stated, they have already made strides to update their brand in a more technologically savvy world. Through USAToday.com, their mobile apps, and social sites, USA Today can reach new generations of readers and stay a viable business. I believe the partnerships they make at this point are also very important. They made smart steps by acquiring and partnering with such companies as PointRoll and MobileVoiceControl (Ferrell & Hartline, 2011). These partnerships give technological credibility to an industry that started out as solely printed …show more content…

They compared “ten traditional and new advertising media in terms of generating retail purchase incidence and outcomes during a month long promotional sale” (Danaher & Dagger, 2013, p. 530). They found that “seven of the ten media significantly influence purchase incidence, dollar sales, and profits, a pleasing result for the increasing number of multimedia advertisers.” (Danaher & Dagger, 2013, p. 530) Surprisingly, they found the most effective advertising channels are still all traditional media (Danaher & Dagger, 2013). I believe smart advertisers understand that to be true, and will continue to use traditional advertising in their marketing mix. However, they must also understand where there audiences are and are world is becoming increasingly

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