Gannett is drawing up plans to produce a glossy magazine for USA Today, according to Ad Age. The idea is to "capture ad dollars from beauty, fashion and other lifestyle advertisers who may be happier to spend money if their ads appear on thick, glossy pages."
USA Today is "planning an October introduction for a monthly magazine that will focus on active lifestyles, meaning lots of articles about pursuits such as jogging, traveling, kayaking and hiking, said Susan C. Lavington, the paper's senior VP-marketing. 'We felt like, given our brand, the fact that we have this broad appeal and are known for covering a lot of different things, it seemed like a good idea to try to launch a magazine that would target this approach,' she said."
The McLean media giant reported on Monday that total ad revenue dropped 6.8 percent compared to May 2006, with classifieds sliding 8 percent and national ad sales falling 5.4 percent.
The Ad Age article says the Wall Street Journal is planning something similar, though details are harder to come by right now.
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