• by Ray Schultz , July 13, 2022

USA Today has launched a new subscription campaign aimed at millennial and Gen Z readers, using Schafer Condon Carter (SCC) as creative agency. 

The effort, which seeks to reposition the Gannett title for that younger cohort, features a 30-second video encouraging them to seek clear and succinct reporting. 

 The spot focuses on activities in a busy day, telling viewers, “The point is…getting to the point fast with news that helps you get more from reading less.” 

The campaign rolls out this week on USA Today’s owned media channels, including website, print, social media and OTT platforms, leading up to the magazine’s 40^th anniversary in September.   

“Not only do we have an opportunity to impact the bottom line by growing digital subscribers; we also have the chance to forge deep connections with the next generation of news consumers,” states Brian Hurley, president at SCC.

The spot hits as “so many are looking for national outlets for credible information that helps them navigate their world,” adds Sarab Al-Jijakli, vice president of brand and content marketing at Gannett. 

The budget was not available.

The production company for the ad was Almost Gold, of Chicago. Music was provided by The Elements Music, of Santa Monica, CA.