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McPaper no more? Once derisively referred to as "McPaper," USA Today, the flagship publication of the Gannett media empire, is beginning to inject some serious substance into its style. Though still a favorite target of journalists and media critics alike, the paper - and its reputation among most readers - have changed dramatically. Considered one of Gannett's largest profit centers, USA Today claims the largest circulation of any daily newspaper in the nation - over 2 million - and an enviable number of outlets. Relying heavily on news wire services, the publication is currently working to increase the space alloted for news coverage and the amount of in-house copy featured daily. USA Today is also making efforts to attract more women readers. The glitzy, splashy daily (which popularized the eye catching, full-color, full-page weather map) debuted in 1982. With its unique blend of national news, money, and entertainment stories, the paper helped to rekindle interest in the American newspaper business. Allen Neuharth, chairman and chief executive of the Gannett Company, and the paper's founder, was recognized as the most influential person in print media for the 1980s. Front page advertising Many papers have since assumed some of the publication's unorthodox stylings. One practice they're well advised to avoid, however, is USA Today's custom of selling its front-page format to advertisers. For years, the newspaper has produced special editions of the paper for distribution at conventions and corporate gatherings. In the "special" versions, the usual front page is replaced with promotional stories provided by the advertiser. Companies that have used the gimmick include Marriott, Sprint, and Ford Motor Co. In September 1998, one such edition, commissioned by Glaxo Wellcome, caught the attention of AIDS researcher Peter Lurie. The paper, distributed at the 12th World AIDS Conference in Geneva, Switzerland, featured articles about AIDS and promoted the pharmaceutical company's medicines. Lurie wrote a letter to USA Today's president and publisher, Thomas Curley, questioning the "journalistic ethics" of the practice. In response, the paper asserted that "the circulation [of the special editions] is completely controlled," adding that they are never put out for sale or delivered to subscribers. McPaper online USA Today online (www.usatoday.com), launched in April 1995, is now offered free to all Web users. The news on the site is updated 24 hours a day, seven days a week. In 1999, with the hopes of increasing female readership, the unit launched an editorial partnership with Women.com networks for the exchange of news, entertainment, and lifestyle content. New editor USA Today's editor, David Mazzarella, retired from his post in March 1999. His replacement, Karen Jurgensen, was previously the editor of the USA Today editorial page. USA Tomorrow USA Today has entered into an alliance with ZapMedis, a "next-generation" entertainment hardware and software maker. The two companies plan on having devices in store for the Christmas 2000 season which will provide access to USA Today content through television sets. They are also woking on cells phones and personal assistants with the same capability. USA Today Live, a TV and internet platform for news content, was launched in early 2000. In spring 2000, the pages and font of the papers were altered, to allow for more print on smaller sheets while maintaining legibility. Also this year, the paper sent out "accuracy surveys" to people mentioned in its articles asking if they were truthfully portrayed in print. The survey was administered by the University of North Carolina, and asks if there were factual errors or inaccurate quotes, as well as whether names were spelled properly, among other common errors. Results will not be known until 2001.
You have a number of outlets for USA Today job information. For starters, Gannett's employment Web page, www.gannett.com/job/news, features openings at all of the company's publications and is updated regularly. For USA Today, check out hiring info at http://www.usatoday.com/leadpage/usajobs0.htm for a listing of online and newspaper openings. The site also features an online application option. Applicants for editorial positions must e-mail supplementary materials according to the directions on the site. According to insiders, the company "tends to hire from other newspapers." It is "unlikely that someone straight out of college would get anything but an assistant or receptionist position." However, even a green employee "can start out as a news assistant and move on to another paper for a reporting job." When it comes down to interviews at USA Today, insiders emphasize the following: "Be professional and be prepared - know the company, know the job, know yourself, and know your limitations." The especially busy or morning-weary should be happy to hear that "some departments perform interviews at night." Comments an insider, "this is a newspaper that really gets cranking at about 8pm." Adds another, "interviews are pretty low key, but long. Editorial candidates are usually here all day, meeting people and taking tours."
Big, stable "It's fabulous here," says one contact. "There is an emphasis on producing quality work, on being competitive, and on producing breakthrough stories to capture our readers' attention." According to insiders, employees are "dedicated," "hard working," and "very professional." One source goes so far as to call them "the most cooperative and informative people I have ever worked with." While the company "is profit-driven," it is still "very concerned for its employees." Clarifies one insider, "we're a big, stable company. That makes for more security and opportunity than you'd find at a smaller place." Our sources say the "mammoth" size of Gannett gives its employees an "unparalleled" range of career development opportunities. The salaries at USA Today are "good," and employees also enjoy an "unbeatable" benefits package. The dress code varies according to position, but in general, "it's pretty casual," reports a contact. "I rarely wear a tie." Crazy schedule for some Employees say that the drawbacks of working for USA Today are true of the news industry as a whole: "intense pressure," "unending work days," and "impossible deadlines." "The work hours are horrendous," notes one insider, "but I love my job." For editors and reporters, the work week is Sunday through Thursday - and they work evenings, to meet the paper's deadline of 1 or 2 am. Most other USA Today employees work "a standard Monday through Friday, 8-4 or 9-4 hour workday." In terms of diversity, insiders attest, "we have a wide variety of cultures working here in various jobs. Workplace discrimination of any kind is grounds for immediate termination."
Human Resources (703) 284-6054
USA Today;Online services More Company Profiles For more career information, go to Vault.com ©2000, Vault.com Inc
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