Along with a dizzying array of technology products, road warriors often arm themselves with USA Today, the full-spectrum-colored daily that competes head-on for ad dollars with The Wall Street Journal and The New York Times . Major hotel brands such as Marriott Hotels, Hyatt Hotels & Resorts and Hilton Hotels regularly advertise in the newspaper.
"You're really reaching the mobile professional," said Bryan Jackson, director of newspaper investment at ad agency OMD. "You see it in a lot of hands at airports, which allows advertisers a quick, national reach." He added that USA Today "realizes it needs to be a quick read. [Business executives] can get through it in 15 minutes, and that's why they stick with it."
Some significant recent editorial changes have been geared toward the business class.
These include a monthly column titled "SMB Connection," which tackles trends in the small and midsize business markets. "Executive Suite," which runs every Monday, covers a variety of business-related topics. The second Monday of every month features "Today's Entrepreneur," while the third Monday carries "Advice From the Top."
Other messaging opportunities for b-to-b advertisers abound, including a business travel feature every Tuesday and a business-related technology piece every Wednesday. The daily also sponsors an annual CEO Forum in April and a CEO Roundtable in May.
"The first reason b-to-b companies use us is for the imme- diacy and being able to hit on an exact date," said Rick Bonti, an advertising director in USA Today 's New York office. "Marketers can ask to run their ads in a specific issue and specific day of the week in which they know the issue will be going to hotel rooms that surround convention centers. [Marketers] can own the circ in hotels."
About 20% of USA Today 's readership comprises C-level executives, according to a 2005 IntelliQuest CIMS Business Study.
A 2003 survey of frequent business travelers by D.K. Shifflet & Associates, a specialist in market research for the travel industry, found that 90% of respondents expect to receive USA Tod ay when they travel.
"People get this newspaper for the whole environment," Bonti said. "Everything in the paper gets total engagement, as opposed to strumming through other dailies for specific industry news.