US publisher Gannett is teaming its USA Today brand with those of its local newspapers to increase audience time in 34 markets.
Strategic initiatives senior vice president at the company’s US community publishing division Maribel Perez Wadsworth says the ‘Butterfly’ project has resulted in readers spending more time with an expanded print edition, as well as increased ad recall and happy subscribers.
The concept was tested in four markets after readers had been asked what they wanted: “To build a better product, you have to know what people want,” she says.
“We knew we had terrific, highly trusted local newspapers and related digital products in more than 80 markets across the country and wanted to build further on our strong connections with our consumers by giving them more of what they value most – which is exceptional, engaging content.”
Response to the new USA Today Local edition was both expected – and unexpected: “We didn’t anticipate the heart-felt fervour with which consumers and advertisers embraced the changes,” she says in an INMA blog.
Surveys and significant market research showed readers wanted more national and international news coverage and, in general, more content. USA Today was a solution “right under our noses”, and a collaborative team was created to develop, test and launch the product.
A pilot project was launched in Indianapolis, Indiana; Rochester, New York; Appleton, Wisconsin; and Fort Myers, Florida. Each added a new section in their newspapers and e-editions, featuring the best of USA Today’s News, Money and Life sections.
USA Today’s Sports news is included in the local Sports sections and on Sundays, and a USA Today Life section complements local feature coverage. Addition of USA Today’s national content adds subscriber value and allows reporters and editors in those communities to focus on local coverage.
When promoted, the changes resonated well with consumers: “An increase of 70 pages per week on average did not go unnoticed by our subscribers, but the ‘More’ promotions resonated and amplified the message,” says Wadsworth.
Butterfly is now implemented in 34 local markets – with more to come – and surveys show it has increased the time spent with the daily print edition. “Subscribers also tell us they are more satisfied with their local newspaper and perceive increased value in their subscriptions.”