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USA TODAY's Collegiate Readership Program - Overview

USA TODAY's Collegiate Readership Program - Overview

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Published by USA TODAY Education
The Collegiate Readership Program provides students with access to newspapers through campus
readership and classroom distribution.
The Collegiate Readership Program provides students with access to newspapers through campus
readership and classroom distribution.

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Published by: USA TODAY Education on Mar 29, 2010
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USATODAYand theCollegiate Readership Program
Overview 
www.usatodaycollege.com
Reach
Reaching more than 3.7 million print readers daily, USA TODAY exceeds its national competitors in printcirculation, with
The Wall Street Journal 
second and
The New York Times
a distant third.
1
The daily networkaudience number, comprising USA TODAY print readers and visitors to USATODAY.com, is more than 6.1million adults, an increase of more than 12% from MRI’s Fall 2008 study. “USA TODAY is both the top-sellingand most widely read print newspaper in the country,” said David Hunke, president and publisher of USATODAY. “The most recent numbers from MRI show that more people are choosing to read USA TODAY thanany other newspaper in the country, with 291,000 more print readers per day than our nearest competitor,
The Wall Street Journal 
, and 1 million more print readers than
The New York Times
.” In addition, USA TODAYis the newspaper leader in single copy newsstand sales — sales that represent customers who actively seekout the newspaper each day and pay full newsstand price. USA TODAY is also the only regionally neutralpaper, providing an unbiased national perspective.USA TODAY’s readers are smart, successful professionals. Their average household income is $132,000 and84% of them have attended college. What attracts this educated, intelligent audience to USA TODAY? Itsexclusive reporting and credentialed writers.
Exclusive reporting
USA TODAY’s colorful format is deceptive. Wrapped in its bright packaging are incisive, exclusive news stories,written by experts, reviewed by experts, and acclaimed by peers. The
Columbia Journalism Review 
writes,“USA TODAY beat the
Times
on a follow-up to a story for which the
Times
 just won a Pulitzer, while the
Times
' website is telling its readers that those Christians unhappy with
The DaVinci Code
is the mostimportant story of the day. USA TODAY readers find out about tax cuts;
Times
readers find out aboutwomen's shorts that cost as much as the average American family earns in a week. USA TODAY has morehard news on its home page than the
Times
, and an equal amount of international news. And it gives readerslinks to check out the documents stories are based on. In short, compared to the
Times
, USA TODAY hadbetter reporting, better news judgment and made better use of the Web.”
2
In 2009, writers at USA TODAY were awarded the Maria Moors Cabet Prize, the Grantham Prize forExcellence, the New York Press Club Award,
Editor & Publisher 
and
Mediaweek 
EPpy Awards and the NationalHeadliner Award, to name a few.
Credentialed writers
USA TODAY writers and researchers are some of the most educated and experienced writers in the countrywith unprecedented access to top business, religious and political leaders.
David Lynch
, USA TODAY’s global business writer, earned his BA with honors from Wesleyan University andhis MA in international relations from Yale. He was awarded the Nieman Fellowship from Harvard in 2002and was an Oxford Union debate member at Oxford in 1999. As USA TODAY’s first chief of Europeancorrespondents, he shaped international coverage and reported from 35 countries, covering the 1999 war inKosovo, the Northern Ireland peace process and European economic developments. As the founding Beijingbureau chief, he oversaw the coverage of all political, economic and social developments in China. In hiscurrent role as USA TODAY’s global business writer, Lynch writes about trade policy, current account deficit,oil imports and the global economy. He is currently researching and writing a book on the rise and fall of theIrish economy.
1
Source: Fall 2009 Mediamark Research Inc. (MRI) report. November 16, 2009.
2
May 11, 2006
 
USATODAYand theCollegiate Readership Program
Overview 
VISIT
www.usatodaycollege.com
Dan Vergano
, science correspondent and Web columnist for USA TODAY, earned his BS degree in aerospaceengineering from Penn State University and his MA from George Washington University in science,technology and public policy. He is a Harvard Fellow of the Nieman Foundation for Journalism and has writtenarticles for
Science
,
New Scientist 
,
Men’s Health
,
The Washington Post 
and
Symmetry 
magazine. He serves aschairman for the American Institute of Physics Science Writing Award Committee and was a member ofNAKFI Science Writing Award Committee (2005–2008). Prior to joining USA TODAY, he served as the D.C.correspondent for the
Medical Tribune
; the deputy editor for
Violence Prevention and Personal Safety 
newsletter; a researcher for HealthWeek/NewsweekProductions, PBS and
Science News
; and a policy analystand aerospace engineer at ANSER. Early in his career, he was a clerk for the Food and Drug Administration,a research fellow for the Joint Institute for the Advancement of Flight Sciences, and a science and environ-mental issues writer for New York University.
Joan Biskupic
, USA TODAY’s Supreme Court reporter, earned her undergrad at Marquette and her lawdegree at Georgetown. She is a regular panelist on PBS’s
Washington Week 
and is the author of several legalreference books, including
Congressional Quarterly 
’s two-volume encyclopedia on the Supreme Court (3rd Ed.,1997, with co-author Elder Witt). She is also author of
Sandra Day O’Connor: How the First Woman on theSupreme Court Became Its Most Influential Justice
(HarperCollins, 2005) and
The Life and Constitution of Supreme Court Justice Antonin Scalia
(2009).
Susan Page
, USA TODAY’s Washington bureau chief, earned her BA at Northwestern and her MA fromColumbia, where she was a Pulitzer Fellow. She has been covering American politics and the presidencythrough seven national elections and four presidential administrations. She is a weekly panelist on PBS’s
Eyeon Washington
, often guest-hosts NPR’s
The Diane Rehm Show 
, and regularly appears on CNN, MSNBC, FoxNews and other networks. Her writing has won many national awards, including the Gerald R. Ford Prize forDistinguished Reporting on the Presidency, the Merriman Smith Memorial Award for Deadline Reporting onthe Presidency and the Sigma Delta Chi Award for Washington Correspondence (shared).
USA TODAY: A valuable college course resource
USA TODAY is an influential voice that contributes to and reflects on contemporary discourse in myriadindustries and fields. It can and should contribute to your classroom dialogue.
An influential voice in contemporary discourse
With a multi-year publication timeline, college textbooks, especially within certain fields, are outdated by thetime they are available to your students. USA TODAY is a way to provide your students with the contemporarydiscourse of your field, be it business and marketing, economics, technology, mass communication, thehumanities or any number of other disciplines.USA TODAY’s mission — to “serve as a forum for better understanding and unity to make the USA truly onenation”
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— asks the public to become informed and engaged. And because of its wide reach, it is not onlya forum but also an influential voice within the public discourse.
Campaign
, the leading U.K. advertising trademagazine, ranked USA TODAY as the number two global paper. Noting its high worldwide circulation, itstates that USA TODAY is among “relatively few media that can offer . . . a truly worldwide audience.”
4
And
B-to-Be Media Business
magazine named USA TODAY as one of the 25 most influential business and industrypublications.
5
Wal-Mart CEO Lee Scott says he reads USA TODAY to see what’s going on in the country.Former Morgan Stanley CEO Phil Purcell began to read USA TODAY when he realized he had to “because somany of my customers do.” And FedEx CEO Fred Smith says he reads USA TODAY every day.
3
Source: Allen H. Neuharth, Founder of USA TODAY, September 15, 1982.
4
Source:
Campaign
, 27 May 2005
5
Source:
B-to-B Media Business
2006 special report
 
USATODAYand theCollegiate Readership Program
Overview 
www.usatodaycollege.com
Because of its deep investigative reporting, the stories in USATODAY boast a powerful influence. InDecember 2009, Tom Vanden Brook, Ken Dilanian and Ray Locker uncovered the military’s common practiceof hiring newly retired generals and admirals back as contractors, called “senior mentors,” even as they areemployed with companies seeking Defense Department contracts. Though legal, the unusual arrangementraises obvious ethical questions. Because of this exclusive USA TODAY report, Senator McCain called for thePentagon to rewrite its ethics code pertaining to this practice, a Senate oversight panel launched an investi-gation into the Pentagon’s paid advisors practices and Defense Secretary Robert Gates ordered a high-levelreview of the Pentagon’s senior mentor practices.In USATODAY’s 2008 “The Smokestack Effect: Toxic Air and America’s Schools” series, Blake Morrison andBrad Heath used the government’s own data and modeling software to identify schools in toxic hot spots.The reporters researched the story for eight months, working initially with the University of Massachusetts —Amherst, then with University of Maryland and Johns Hopkins’ Bloomberg School of Public Health to take"snapshots" of the air at almost 95 schools in 30 states. As a result of this series, the Environmental ProtectionAgency (EPA) launched a $2.5 million monitoring program, and for the first time, the EPA has sent outregulators to monitor the air quality outside schools across the country. Initial EPA data revealed high levels(over 100% higher than accepted rates for long-term exposure) of toxins in school air.
Access to top leaders
USA TODAY can deliver to your classroom the ideas of top business, political and religious leaders. Forexample, for the feature “The Suite Spot: Advice from the Top,” reporter Del Jones interviews business leadersfrom Fortune 1000 companies. The column provides management and corporate strategy guidance on aparticular management issue each month by reporting how a top executive tackled the same issue. Del Joneswrites every “Advice from the Top” feature to ensure quality, a consistent voice and a high level ofmanagement expertise. He has been USA TODAY's corporate management reporter for the past 10 years andhas a journalism degree from the University of New Mexico and an MBA from the University of Texas. Joneswrites, “Perhaps the best evidence that ‘Advice from the Top’ is well-received by decision makers is thenumber of CEOs who want to be a part of it. I get several unsolicited pitches a month from Fortune 1000CEOs. I now have more than 500 CEOs who have voluntarily given me their direct e-mail addresses so thatthey may have the opportunity to be quoted in my stories.” Recent CEO profiles include Richard Anderson,CEO of Delta Airlines; Marc Benioff, CEO of Salesforce.com; Farooq Kathwari, CEO of furniture retailer EthanAllen; Jim McNerney, CEO of Boeing; and John Hammergren, CEO of healthcare giant McKesson.USA TODAY’s access to top leaders crosses industry lines. USA TODAY’s Dan Reed, a specialist in the airlineindustry, has been writing about that particular industry for more than 20 years. He writes, “As THE longest-serving airline beat reporter at any U.S. newspaper, I always thought I had pretty good access to airline CEOsand other senior airline executives. Then, in 2002, I joined USA TODAY and was shocked at how much bettermy access to the CEOs and senior managers became. As the nation's largest, most widely read newspaper,and as one of the most respected media outlets and setter of the national agenda, USA TODAY opens doorsto me that previously were closed, and opens far more easily for me doors that sometimes required a strongpush to get through…since I've been with USA TODAY they've rarely turned down an interview request, andgenerally respond quickly (sometimes in the same day) with an interview.
Consistent, regular features
Because USA TODAY is a highly-formatted newspaper, professors can depend on regular features within theirscholarly field. For example, an economics or finance professor can depend on news germane to his/hercourses in Monday’s “Market Trends,” Tuesday’s “Your Money” with Sandra Block and Friday’s “ManagingYour Money” and “Investing” with John Waggoner. And through USA TODAY itself, a journalism instructorcan introduce his/her students to what Jon Fine of
BusinessWeek 
calls, “the most interesting and coherentapproach to rethinking journalism and news-gathering.”
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26 February 2007

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