USA TODAY
During the summer of 2019, I was an intern on the Digital Acquisition team at Gannett | USA TODAY NETWORK in McLean, VA. The Digital Acquisition team, situated within marketing, serves to continually test new methods in getting people to subscribe to our content by constantly moving them through the acquisition funnel. By continually A|B testing new ways to improve the quality of messaging and targeting across all acquisition efforts, like email, onsite ads, apps and social media, our goal is to convince people that news is worth paying for. As print continues to decline and the loss in revenue from ads as a result of the growing popularity of ad-free experiences grows, the importance of a digital subscription continues to be more and more important as the media landscape changes. Over the course of 11 weeks, I had the opportunity to explore a variety of digital marketing efforts across both the national USA TODAY brand as well as over 100 local sites across the country and completed a variety of tasks including:
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