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AP USA Today, a journal founded almost 30 years to attract young readers who grew up watching television and was used as a model for many media around the world, is revising its formula to counter the threat posed by the internet.
second largest-selling daily The United States expanded its coverage of issues of interest to advertisers began using designs that fit well on mobile multipurpose computer "tablet" and renewed its print edition, whose circulation dropped by 30% in the last three years.
The reader is now plenty of tips on tourism, electronics reviews, articles about sports, financial advice and lifestyle recommendations. Its editors say they also will focus on investigative journalism.
In late January of this year a new design for the front page. The rest of the day will be more colorful computer graphics that were the hallmark of the day when they went on sale in September 1982. The print edition also includes codes bar that can be scanned into portable devices to watch videos and other digital content.
USA Today editor Dave Hunke will have as much faith to developments this year forecast to increase profits and circulation, which currently stands at 1.8 million copies. Be the first time in four years that have increases in both categories.
"The idea that journalism can take steps now gradual and not working," Hunke said. "You have major initiatives and take risks."
Other publishers facing similar dilemmas. The abundance of free content on the Internet has done to reduce the amount of readers of print media in some cases by half.
But more serious is the decline in advertising. The website gives companies more opportunities to target their message specifically to the audience that matters most to them at lower cost. Advertising revenue, traditionally the mainstay of the print media, have fallen more than 50% in the last five years. And the efforts of the print media to attract more online advertising have not been successful.
"They are trying lots of things to see if something works," said Edward Atorino, newspaper industry analyst at Benchmark Co.
Hunke was all the past year developing new strategies along with a team that relied heavily on the internet expert Rudd Davis.
Davis, 30, came home Gannett, publisher of the newspaper, in 2008, when the company bought its BNQT.com sports portal, aimed primarily at practitioners skiing and skateboarding and which attracted much publicity youth-oriented.
Hunke, 58, Davis named vice president in charge of the newspaper business development. In that role oversees efforts to attract more advertising and find new sites selling the newspaper. "It helped us see and understand things that people like me do not always fishing," Hunke said.
helped convince Davis that the room Hunke USA Today editorial should give priority to issues that attract readers and advertisers on the web and digital devices. The newspaper took a first step in that direction with the launch in November of Your Life (Your Life), a health portal that provides material for the print edition. Later premiere sites devoted to personal finance, personal technology and "entertainment such as films, games and hobbies.
a newspaper industry analyst believes that the newspaper will cost you gain a place in these areas as there are a number of blogs and web sites focused on those issues.
"It's a daily average quality in the digital world does not have the same cache between the print media, "said Ken Doctor, who works for Outsell Inc." I do not think people who bought their Christmas iPad was thinking of reading USA Today.
USA Today applications for portable devices were downloaded over 6 million times. This includes 1.25 million applications designed for the iPad. Applications of the New York Times, other media trying to save space in the cyber world, were downloaded 9 million times.
Unlike the Times, Hunke does not think charging readers to give them access to material on the Internet.
USA Today is still committed to a formula that includes items compact, surrounded by graphics, illustrations and photos. Hunke estimated that this formula is ideal for iPad screens and other "tablets". This approach
light, however, reinforces the perception that USA Today does not have the intellectual heft of a Times or a Wall Street Journal, another newspaper that has entered the digital world to try to win new readers and advertising.
"USA Today has no authority in many of these areas," said Doctor.
people's interest in what it offers USA Today has faded now that the Internet offers the possibility of obtaining only the type of material that interests the reader. These selections are in turn sent by the reader to a small circle of family and friends, including his contacts on Facebook and Twitter, two online communication channels that have become a cultural phenomenon over the past three years.
"USA Today was designed for the common man, but the common man is taking another direction," said Atorino.
This new dynamic and shifted to USA Today's first place in the charts. The largest-selling daily is now the Wall Street Journal, with a circulation of nearly 2.1 million copies and has 450.000 subscribers to its online edition, compared with 18.500 in USA Today, according to latest figures from Audit Bureau of Circulations, the firm that measures the movement of the day.
Worse, in 2010 was 2,300 pages of advertising, almost half of which was in 2005. His actions and those of 80 other Gannett newspapers have lost 70% of its value in the same period and had to reduce staff. The newspaper today has 1,400 employees, compared to 1.800 in 2004.
Hunke says the paper turned a profit last year thanks to downsizing. He gave no details.
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