'USA Weekend' Using Bus to Attract Younger Readers

By: Dave Astor USA Weekend magazine and the John Lennon Songwriting Contest are co-sponsoring the John Lennon Educational Tour Bus, which is currently traveling the United States for its third year.

Since Dec. 11, the bus has visited cities in Arizona, California, Colorado, Florida, Ohio, Oklahoma, Utah, and Virginia. It's also going to Georgia, Illinois, Michigan, and New York before the tour ends April 4.

The tour brings a state-of-the-art music studio to newspapers and teens. Newspapers hold competitions among local high schools to determine which students get to visit the bus. During the current tour, there have or will be battles of the bands in eight of the 14 cities visited. Winning bands get the opportunity to create music videos and professional-quality CDs on the bus.

"Teens love music," said Dave Barber, senior vice president of newspaper relations at USA Weekend. "The bus is the perfect tool to help introduce newspapers to high school students who haven't developed the newspaper habit yet."

USA Weekend runs in more than 600 newspapers with a total circulation of 22.7 million.


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