Introduction Newspaper readership in the United States is on a steady decline. Since 1990, the print media has been recording dwindling numbers in terms of advertising, revenues, and number of newspapers printed (Pew Research Center 2012). On the other hand, the online content continues to record massive uptake in the whole country. Does this indicate that printed newspapers may become obsolete? This paper looks at the characteristics of the target market that could be the reason, highlights the author’s reasons to believe that this product is declining in appeal, makes recommendations, and discusses a turnaround strategy. Target Market Printed newspapers target any adult past the age of 15 years. Majority of the population in United States fall under this category. When a person purchases a newspaper, at least one other person is assumed to have read the paper. Most newspapers subscriptions are for the family and offices. It is crucial to note that most people do not read printed newspapers now. The target market for the prints has massively embraced online content. Most of the media giants now compete with online powerhouses such as Google for this target market. The youth aged between 13 and 45 have shifted their interest to online content leaving a shallow and rigid market for printed newspapers. The take up of technology especially at the start of the 21 st century has prompted continued decline in anything associated with a printed newspaper. This includes revenue, readership, circulation, and advertising (Pew Research Center 2012). Another viable market is people who seek to seal deals such as land, auctions, and those who seek business information. Although it is a small market, printed newspapers may also focus on the 65 and above age bracket. These people are still conservative and stuck to the traditional newspaper. Reasons for the Decline Generally, the reason why newspapers continue to decline in United States is a shift towards online content. People find it more conducive to engage an online subscription of a newspaper, which is cheap and leads to more information. Newspapers are rigid in that they limit your ability to look for more information while reading. While reading an online content, a person may open other links that lead to previous stories or bring about facts. Additionally, most people have access to information instantly online. However, there are stories that are more incisive when someone reads them from a newspaper than reading online, for example, investigative reporting. From a demographic perspective, a majority of the United States population is aged between 13 and 45 (US Department of Commerce 2012). This group has developed or been born in a technology age. People aged above that have reported a frequent usage of a print newspaper. However, they are an insignificant part of the target market. Sociologists have described this generation as ‘instant’. One major flipside about a newspaper that affects this generation is that it has the culpability to lag behind by at least 8 hours. This only compounds the problem. Online giants such as Google provide easily available information at any time. Media houses have diversified to other