SWOT

Strenghts
Some strengths that I believe the VC Star has for them is the name recognition it already has. VC Star has been around for years and so even if you may not read it you know it exists. If VC Star was able to actually come out with this new and great paper for a younger demographic, or even just an internet site for a younger demographic it will already somewhat known. The website VC Star already has contains a lot of information about what is going on in Ventura County, surf reports, weather, gas prices, etc. and that may be one of the only things going for them.

Weaknesses
Even though VC Star has a lot of information on their website and it is helpful to know what the surf is going to be like or how hot it is that day, or even what gas stations have the cheapest gas, the website itself is so hard to read. I think because it's so cluttered and somewhat has an ugly layout it draws people away from visiting the website.

Opportunities
Like I said before, the VC Star is known, but not many demographics read it. If they figure out ways to approach to younger demographics in a better way it'll help them gain more traffic to their website. They have the resources (I think) in order to make this happen and if they change their approach to the website and make it easier to read and user friendly it'll have a significant impact on the number of times the website is visited.

Threats
Unfortunately, because of all the other websites that relate to Ventura County that are more reliable and easy to read people may just stick to what they know. There are websites that already exist that target a younger demographic and are a lot easier to read than the VC Star and so this bring somewhat of a competition.