Business Services Industry
No. 4 USA Today; Executive readership studies show Gannett Co.'s flagship holds its own against "Wall Street Journal,' "New York Times'.(Media Power 50)
B to B, May, 2005
Byline: S.C.
Over the years, some observers have dismissed USA Today as a lightweight, dubbing it "McPaper.'' But when it comes to delivering a top-level business audience, the Gannett Co. flagship can go toe to toe with such heavyweights as The Wall Street Journal and The New York Times.
"USA Today is a national newspaper, and we have so few national newspapers that it occupies a unique space,'' said Donna Mercer, partner-media director at advertising agency Howard, Merrell & Partners.
"It has a strong demographic and a large audience of business decision-makers,'' said Mike Paradiso, global media director at Computer Associates International. "For the coverage they give, they're unmatched.''
In the IntelliQuest CIMS 2004 business...
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