By: Jennifer Saba It's been a busy week over at USA Today as the paper deals with convention coverage, the heckling of guest columnist Michael Moore and, for those on the business side of the house, the first price increase in 19 years. Beginning Sept. 7, single copies will cost $.75.
Understandably frazzled spokesperson Steven Anderson said that the effect the price will have on circulation is still up in the air. "Right now it's an unknown. It hasn't happened in 20 years," he said. It's expected that the fall timing should stem any precipitous drop in sales, as the price increase coincides with the a news-heavy election, football and baseball season. "Traditionally," he observed, "newspapers do experience a decrease in circulation but we feel that we could recoup that quickly."
The new price won't affect subscriptions, only single copies, which account for about 40% of circulation, according to Anderson.
The paper won't be adding any additional content either. USA Today will remain the same but Anderson added that it's a much different paper now that it was 19 years ago. "It's a much more substantial product with more news and more solid reporting," he said.
During the Mid-Year Media Review in June, when the price announcement was first made, Publisher and President Craig Moon said that the paper was investing $10 million towards marketing and coin-operated racks.
The advertising campaign launched nationally on Aug. 30 and includes TV, print, radio, outdoor and Internet buys through Nov. 9.
USA Today first hit the stands in 1982 for $.25. In 1984 the price was raised to $.35 and then again to $.50 in 1985.
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