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Wednesday, December 11, 2013

Not Law - "Gannett to Add USA Today to Local Papers"

That is the headline to this story by Christine Haughney in the business section of today's NYTimes.

It seems that Indianapolis was one of four test markets where Gannett tried out the USA Today insert. From the story:

Beginning in January, Gannett will add 12 to 14 pages of USA Today content each day to 35 newspapers in its largest markets, including The Journal News in White Plains, N.Y., The Tennessean in Nashville and The Cincinnati Enquirer. That means readers, along with their local news, will get a broader mix of news from the USA Today content.

Gannett has been testing the program at four papers — in Indianapolis; Rochester; Fort Myers, Fla.; and Appleton, Wis. — since October and plans to add the new markets throughout the first quarter of 2014. Eventually it plans to extend the program to all of its 81 local newspaper markets.

And here is the most interesting part:
“The research we did gave us a very strong belief that customers see much higher value having these newspapers combined,” Mr. Kramer said. “We also think that advertisers want to reach that audience.”

Asked whether prices would rise for subscribers receiving the extra USA Today content, a Gannett spokesman, Jeremy Gaines, said, “As we introduce enhanced products, consumers tell us they are willing to pay for the added value we’re bringing them.”

Posted by Marcia Oddi on December 11, 2013 08:39 AM
Posted to General News