Tuesday, November 09, 2010

USAT | 'Your Life' digital 'vertical' gets launched

Here's USA Today's just-posted letter to readers, announcing the new web-based "vertical" -- part of the rollout of a newly reorganized USAT. The note is from Denise Brodey, who was named the new site's general manager early last month.

Now would be a good time for Gannett Bloggers to debate what, exactly, comprises a vertical.


  1. sounds like the microsites launched in Wisconsin, Wisconsinoutdoorfun.com? niche online?

  2. Uh-oh. I sense my job going away. I wonder if they'll plug this site into the community papers?

  3. This is an idea that is dicey at best.

    It sounds just like something out of the 'Seven Sisters' women's service magazines of old.

    Is this really USAT's audience? In-paper or on-line?



    And I'm sure they did their due diligence ahead of time - with advertisers as well as readers - to determine if such a project would be supported by them.



  4. If it's as boring, uninspired and dated as the stuff they have been putting on the print page, they'll be "transforming" it in no time.

  5. Redbook 1963.

  6. Several initial thoughts about this new venture:

    1. It's way, way, way too early to judge where this is going. Give it at least a month.

    2. I'm reminded of Gannett's MomsLikeMe venture, and wonder whether it can/should/will be incorporated into this.

    3. I'm surprised that Brodey's letter to readers has drawn only one comment.

    4. Most important: Despite the switch to Internet and now mobile publishing, one thing hasn't changed. Traffic and readership is driven by exclusive, hard news with the impact on everyday folks spelled out clearly and quickly. Soft stories designed to have maximum shelf life won't do that. There's already too much of that out there.

    To repeat: Exclusive, hard news with the impact on everyday folks spelled out clearly and quickly. That's the yardstick I'll use in judging this and any other new USAT venture.

  7. An organization run like Gannett is run is going to advise me on relationships? Bwaa ha ha ha ha ha!

  8. An organization run like Gannett is run is going to advise me on pie crusts? Bwaa ha ha ha ha ha!

  9. Here's a sign this project may have been rushed into launch. Brodey writes, "Coming soon: a recipe database searchable by calorie count and nutritional needs, plus get-fit resources, such as how to find a race or walk near you."

    This sort of database out to be something available via an off-the-shelf purchase. I don't believe USAT is building it's own; that would be re-inventing the wheel.


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