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ERIC Number: ED259370
Record Type: Non-Journal
Publication Date: 1985-Aug-6
Pages: 34
Abstractor: N/A
Reference Count: N/A
ISBN: N/A
ISSN: N/A
"USA Today": Can the Nation's Newspaper Survive?
Wicks, Robert H.
The failure of 17 newspaper markets between 1957 and 1975 raises the question of whether the 1982 entrance of "USA Today" into the newspaper market demonstrated fiscal prudence. A 20-month advertising content analysis was conducted to assess advertising trends in "USA Today." These data were compared with industry statistics obtained from Media Records Data. The findings indicated that "USA Today" has outperformed expectations on certain fronts, while failing on others. Although the paper has attracted a small but educated and affluent readership, the media director of one advertising agency believes that the succinct writing and color graphics style of "USA Today" has caused an advertising identity problem, since the paper cannot be neatly categorized. Many advertising industry executives view the publication as a combination newspaper, magazine, traveler's digest, and surrogate for the evening news. The benefits of differentiation from mass audience newspapers may therefore be lost in the confusion of accurately defining the precise role of "USA Today" within the advertising and media communities. Despite these concerns, analyses reveal a highly stable pattern of advertiser support, and an impressive list of corporations committed to future advertising. If "USA Today" is able to continue its circulation increase pattern and, specifically, increase home and office delivery readership, it will become very difficult to ignore it as an advertising vehicle. (HTH)
Publication Type: Reports - Research; Speeches/Meeting Papers
Education Level: N/A
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A