Wednesday, June 16, 2010

Audit | USAT by the numbers: 40 pages, 47 ads

USA Today staffers gather in a meeting tomorrow for an update on the paper's outlook, after a decline in first-quarter ad revenue and a sharp drop in circulation. This is my seventh audit of USAT's page count and advertising. (All my audits.)

I'm struck by the fact that today's front page carries just two stories.

The audit
From this morning's edition, I counted pages and advertisements. I did not include what appeared to be house ads. I did, however, count even the smallest, classified-like display ads, indicated as a number inside parentheses (X). Here's what I found:

A section, 12 pages, 10 ads: Subway, Toyota, BP (!!!),  Profit on Performance, Rosetta Stone, Double Tree, Samsung, Allstate, 1-800-Hotels, Overtons.com

Money, eight pages, nine ads: Sprint, Westin, Garmin, Franchising Today (five), Amazon

Sports, 12 pages, eight ads: ESPN, McCormick & Schmick's, Lowe's, Advance Auto Parts, Bill's Bail Out Riches, Stihl, ProstaleXplus, Letters for Lyrics

Life, eight pages, 20 ads: Frontgate, Marketplace Today (one), Toshiba, Marketplace Today (17)
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