Synopsis
In 1982 the Gannett Company, the nation's biggest newspaper chain, launched USA TODAY. USA TODAY celebrates its 25th anniversary in 2007. The brainchild of Al Neuharth, it was the most expensive, most closely watched newspaper debut in history. Journalists called it "McPaper," the "titan of tidbits," and "junk-food journalism." No newspaper executive had ever put so many millions and so many careers on the line. This updated edition of Peter S. Prichard's acclaimed 1987 release includes an afterward by longtime USA TODAY writer and editor David Colton. This updated section completes the story of the first century of "The Nation's Newspaper." Colton catches up with the founders and examines the journalistic achievements that have gained "McPaper" respect. Readers of USA TODAY - millions of them - will find this a fascinating, behind-the-scenes story of the battle to build a newspaper that has grown to redefine modern journalism. Readers of business histories will find it a classic case study of a bigrisk, big-reward business start-up.
Reviews
Newsweek once derisively referred to USA Today as "McPaper, the Big Mac of Journalism." But subsequent developments indicate that Americans have taken to this first national, general-interest daily newspaper virtually everywhere except New York and Washington and that its circulation is now among the three largest in the country. In this history, Prichard, a USA Today staffer, covers the planning sessions for the Gannett-chain paper, evidently based largely on corporate president Allen Neuharth's successful launch of a paper in the Cape Kennedy area; the role of Neuharth in driving the project to reality; the problems of circulation and distribution; the staggering difficulty of luring advertisers; and the huge deficits the paper racked up in its early years. A company history, the tone of the writing is rather fevered, and it is clear that this is not the work of an entirely objective reporter. Photos not seen by PW.
Copyright 1987 Reed Business Information, Inc.
"McPaper"but Gannett chairman Al Neuharth is no clownish Ronald McDonald. He is decribed as an egomaniacal, manipulative, brilliant, driven press lord obsessed with the success of his national newspaper. Prichard, managing editor of cover stories at USA Today , tells all at Neuharth's request; but Neuharth did not censor and Gannett did not subsidize. We read about the five-year-old paper's struggle to make money, internal rearranging and squabbling, constant staff turnover, drain on the Gannett newspaper chain, and Neuharth's self-appointed role of lord and master. This revealing, well-written book would be riveting fiction. Horrifically, it is not. Jo Cates, Poynter Inst. for Media Studies, St. Petersburg, Fla.
Copyright 1987 Reed Business Information, Inc.
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