By: Brian Morrissey | Digiday
USA Today is in the midst of rethinking what it’s all about. Gone is the mindset of being a national newspaper; in is the goal of establishing itself as a national news brand on several platforms — and yes, that includes print.
USA Today president and publisher Larry Kramer explained the strategy at the Digiday Publishing Summit.
They believed they had a great brand, an iconic brand. They wanted to see if they could preserve some of the values of that brand in being something other than just a newspaper. When I came into talk to them it was, “Can you save this brand and build a future for it?” The plan is to reinvent it as a news brand on every platform.
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