Business Services Industry
No. 7 USA Today; Gannett daily's C-level reach helps attract new advertisers such as Cargill, Boeing and Nucor.(BtoB Special Report: Media Power 50)
B to B, May, 2007
Byline: M.E.P.
When Cargill Inc. was looking to extend its corporate branding campaign to a new audience last year, USA Today was mentioned as a potential media placement.
Ann Ness, Cargill's VP-corporate brand management and advertising, was skeptical. Formerly brand manager at Radisson Hotels Worldwide, she understood USA Today's power for travel industry ads, but she wasn't sure a Cargill ad would resonate with corporate road warriors since its campaign is primarily aimed at the food industry.
Today, she's glad she was persuaded into making a buy. After testing ads on USAToday.com, the company added print ads in the Gannett Co. flagship. Based on the feedback, the company is upping its commitment to both the print and online products....
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