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