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Usa Today Competitors

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National newspapers such as the Wall Street Journal and the New York Times have always been challenging competitors for USA Today; however, USA Today currently has 5.3 million daily readers, with 1.8 million of those having online subscriptions. Some of the challenges the paper faces today is the online competition from internet-based companies that have moved into the advertising and marketing world. As USA Today plans to move into the future they must look at several opportunities (1) who are Today’s customers (2) who are the competitors and (3) changing technology. Much of the customers audience are in management and include both men and women who have a normal work-life balance, as well as, tend to be decision maker drivers for their companies and their households (Ferrell & Hartline, 2014). …show more content…

The Wall Street Journal, as well as, the New York Times continue to be a couple of the big competitors; however, Gannett must also consider nationally syndicated shows, internet sites Yahoo and Google, Sirius Radio, and many more. With the changing technology, cost of advertising and marketing continues to be a major factor. The cost of newsprint has increased; therefore, advertisers are turning toward online advertising versus print, which, in turn, has caused numerous printing companies to have reductions in force and even close their doors. New technology provides more options for consumers in ways that fit their lifestyle. For USA Today to survive the cultural shift, they will need to focus on the consumers audience, new technology, costs, competition, and advertising venues, as well as, creative digital advertising vs. print advertising (Murthi & Rao, 2017). According to (Gard & Keoleian, 2002) the digital version of advertising has revolutionized human activity

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People are constantly bombarded with commercials and advertisements during their everyday life. Even reading the paper is a model of efficiency, as the Internet has forced publishers to concentrate information to keep people’s attention

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As a journalist, media theorist, and author of Everything Bad Is Good for You, Steven Johnson is a formidable activist for the most revolutionary technological achievement to date; the internet. In “Dawn of the digital natives,” an article in the Guardian, Johnson urges readers to look at the positive impact of the new electronic media age and critically at the National Endowment for the Arts study “To Read or Not to Read” that provoked a panic about the decline of reading. However, Nicholas Carr, a 2011 Pulitzer Prize finalist, shares his testimony of how his internet usage of more than a decade has eroded his capacity to concentrate and contemplate. Although the two articles were published in 2008, before the explosion of smartphone sales in 2012, the presence of social media, YouTube, and smartphones increased sensitivity to the issue. Consequently, this sensitivity might make readers more receptive to opinions about these new technologies.

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Previous to the explosion of the radio industry, the only means of advertising a product to a large body of consumers was via magazines—and a select few newspapers. With a tremendous increase in radio stations, such as NBC and CBS becoming the first official radio networks in 1926 and 1927, respectively, the industry now had even more competition against newspaper, magazine, and motion picture companies (Peterson, 1956). The economic gain that the radio industry offered to businesses was on an exponential incline: “By the late twenties, radio was rapidly becoming an important competitor for advertising appropriations; the gross advertising carried by the networks jumped from $4,000,000 in 1927 to $10,000,000 in 1928 to $19,000,000 in 1929. Magazines recognized the threat; the Saturday Evening Post ran many articles about stage and screen but paid the scantiest of editorial attention to radio.”

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In economics a commodity can be substitute roughly equal in competing versions as compared with the other commodities. So there is some tendency for all producers to differentiate its product as compared to its market of other commodities. Since USA Today has been trying to differentiate itself and stay away from the commodity status of most news sources. USA Today is an internationally distributed American daily newspaper that serves as the flagship publication of its owner, the Gannett Company. Its shares the position of having the widest circulation of any newspaper in the United States.

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When this campaign started, Television networks like Cartoon Network, and Nickelodeon were easy targets for Skittles to place their commercials. With the advent of social media and the smartphone, the advertising landscape has completely changed; all companies, including Skittles, now rely heavily on targeted online advertisements to promote their product. Jeffrey Rosen, author of “Who Do Online Advertisers Think You Are?” describes the nature of online marketing as very personal: “But the rise of independent media-buying firms has made it possible to identify the individuals most likely to be receptive to

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Representing the eventual amalgamation of publishing entities of founder David Lawrence, U.S. News & World Report would combine the magazines of United States News and World Report under one roof in 1948. Since then, the long-time publisher of news and information has successfully transitioned to a contemporary Internet presence and now available on multiple platforms. Today, their well-orchestrated website accommodates searching among an extensive array of jobs accessed from the Money section using the Careers menu. Generously offering a myriad of different job search combinations, several searchable criteria include job title, industry, salary, or the publisher’s proprietary Best Rankings.

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While advertising makes the consumer buy more and spend torturous amounts of money, the purchaser is capable of better understanding the reason that they are purchasing a certain product by getting informed about current occurrences. Advertising has been around for centuries and it would be difficult to eliminate due to the fact that they are an enormous part of other industries such as the magazine industry. The great appeal that advertising brings to society today is incomparable to what another source would be attempting to achieve because it has its distinct form of gathering an audience. Before deciding to oppose the commercial that an individual constantly views due to technological advances consumers should consider the consciousness,

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