Gannett Expands USA Today Inserts
Wall Street Journal media reporter Lukas I. Alpert has the details
For more than a year, Gannett has been inserting content from USA Today into 35 of its other newspapers. The benefits, per a report by the Wall Street Journal’s Lukas I. Alpert, have been sizable:
“What we found with our papers was that [subscriber turnover] dropped in every market and [the inserts] increased the amount of money people would spend on a subscription,” said Larry Kramer , USA Today’s president and publisher. “We were able to unlock value – many millions of dollars in fact – just inside the Gannett network.”
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