USA Today Rewrites Strategy To Cope With iNet

USA Today, a newspaper created nearly 30 years ago to appeal to people who grew up watching television, is revising its formula to try to counter the Internet's threat to its survival.

Michael Liedtke, at Bloomberg Businessweek reports the nation's second-largest newspaper is expanding its coverage of advertising-friendly topics, designing content for smartphones and tablet computers and refreshing the look of its print edition, whose circulation has fallen by 20 percent over the past three years.

For readers, it means lots of travel tips, gadget reviews, sports features, financial advice and lifestyle recommendations. Top editors say investigative journalism will also be emphasized.

A new design of USA Today's front page was unveiled in late January. The rest of the newspaper will be filled with more of the colorful graphics that made USA Today stand out when Gannett Co. started it in September 1982. The print edition also now includes a few barcodes that can be scanned by a mobile device to view videos and other digital content related to certain stories.

USA Today Publisher Dave Hunke is so confident these changes will pay off that he expects the newspaper in 2011 to boost revenue and circulation, which stands at 1.8 million. That would be the first time both categories have gained in four years.

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