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'McPaper' no more, 'USA Today' turns 25.(News)(Gannett Company Inc. USA Today)
B to B, August, 2007 by Schwartz, Matthew
Byline: MATTHEW SCHWARTZ
As it prepares to celebrate its 25th anniversary in September, Gannett Co.'s USA Today is bucking the downward trend in U.S. newspaper circulation and branching out online to offer the kind of user-generated content that has growing appeal for b-to-b marketers.
For years after it was launched in 1982, USA Today was derided as "McPaper.'' But in the last several years those comments have become dim memories, as many dailies have emulated USA Today's original formula of bold colors and snappy graphics.
USA Today has also has grown into the newspaper with the largest circulation in the country (2.3 million), ahead of The Wall Street Journal (1.9 million) and The New York Times (1.1 million).
While overall...
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