USA Today makes bigger push into digital with platform redesign
By Rimma Kats
September 17, 2012
USA Today is giving its Web site and mobile applications a fresh new look as the company invests further in print media, with a bigger focus on digital products as well.
In addition new to the design, USA Today has also unveiled a new logo. The company believes that the new investment will solidify its commitment to visual storytelling.
“The strategy around the entire redesign was based on giving our consumers a new and better experience across all of USA Today,” said Craig Etheridge, vice president of mobile advertising and sales at USA Today, Washington.
USA Today is a multiplatform news and information media company.
The redesign includes increased color, photos and infographics.
Additionally, USA Today has enhanced several sections including its States, Weather, Tech and Travel.
The new look features bigger images and deeper coverage, as well as increased original reporting and video.
Furthermore, USA Today’s Web and tablet products will also feature live video coverage, up-to-the second headlines, interactive weather mapping, commentary and user-controls that will let the audience see stories and follow the news the way they want to consume it, per the company.
USA Today also claims that the new redesign will provide more options for its advertisers.
“With mobile and tablet, it’s all about visual storytelling,” Mr. Etheridge said. “We placed an emphasis on design, featuring a more enriched video and photographic experience.
“Mobile and tablet, along with digital are the significant part of our future,” he said.
“We want to make sure we’re reaching all of our consumers and giving them a choice of how they want to view our content, when they want to view it and what device they prefer."
USA Today is no stranger to mobile.
Last year, USA Today used Microsoft Tags to promote its Mobile Hoopla contest and encourage fans of the annual men’s college basketball tournament to enter.
La Quinta Inns & Suites was the exclusive promotional sponsor of Mobile Hoopla campaign. The company ran banner ads via the campaign to bring additional content to its business traveler target demographic (see story).
“With the re-imagine of USA Today, we’re going to continue to build upon these learning blocks and create more interactive features and editorial based on the consumer wants and needs,” Mr. Etheridge said.
Rimma Kats is associate editor on Mobile Marketer, New York
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