USA Today publisher Larry Kramer tells his employees that an edition of USA Today will go inside four Gannett papers starting Oct. 6. The papers involved in this pilot project — dubbed the Butterfly — are the Indianapolis Star, Rochester Democrat and Chronicle, Appleton (WI) Post-Crescent, and Fort Myers News-Press.
“By partnering with our local markets, it helps us expand our circulation and allows our local partners to focus more on the regional coverage that their readers want,” writes Kramer. “This pilot is an example of our unique ability to test innovative concepts as part of the Gannett portfolio.”
Read his memo after the jump.
Our industry has gone through a radical transformation in the past few years and USA TODAY and Gannett have been on the forefront. We continue to innovate, re-imagine our products, enhance the consumer experience and find new ways to expand our consumer base. Many of you have heard me say, one way USA TODAY can grow its brand is to further integrate ourselves within the Gannett portfolio. We have a unique position in the marketplace with our unparalleled access to consumers in more than 100 local markets nationwide through our local partners. The good news is that over the past year we’ve made tremendous strides and we’ve proven to be a strong partner for our local markets.
The next step for USA TODAY begins October 6, with the launch of a pilot program in four U.S. Community Publishing (USCP) markets. This pilot will provide an edition of USA TODAY inside The Indianapolis Star, The Democrat and Chronicle in Rochester, NY, Post-Crescent in Appleton, WI and The News-Press in Fort Myers, FL. This edition of USA TODAY will provide expanded national news, business, sports, lifestyle and entertainment content for our USCP partners in print seven days a week. By partnering with our local markets, it helps us expand our circulation and allows our local partners to focus more on the regional coverage that their readers want. This pilot is an example of our unique ability to test innovative concepts as part of the Gannett portfolio.
This step is an extension of so much of the work we have accomplished as a company to better collaborate across divisions. The National News Desk allows us to seamlessly share news stories across the company and our companywide content management system has upgraded our technology platforms to be uniform for easier sharing and editing.
I will be hosting an Employee Update on Wednesday, October 2 at 10:00 a.m. (ET). We will discuss this new initiative and more. I hope you will save the date. An email invite will be distributed shortly after this email.