USAT to open stores in Detroit, Indianapolis

The Gannett flagship this morning disclosed the first locations for its previously announced USA Today Travel Zone retail stores. They’ll be in the new North Terminal of the Detroit Metropolitan Wayne County Airport, starting tomorrow. An additional store is set to open at LaGuardia Airport in late 2008, with two stores opening in Indianapolis International Airport in November.

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17 Responses to “USAT to open stores in Detroit, Indianapolis”

  1. Anonymous Says:

    Gee, did they have to even lay off OC members to get these open. LOL

  2. Anonymous Says:

    WTF is this? Another indication of a brand that has no idea what its strategy is or should be. Can we say ZapMedia?

  3. Anonymous Says:

    You gotta hand it to USAT, they try everything under the sun to make a buck, except the things wouldn’t cost a dime and would help inspire what is already a halfway decent staff that has just been beaten down a bit in recent years. I will leave it up to y’all to fill in the blanks.

  4. Anonymous Says:

    It’s a licensing agreement — someone else is operating these stores under a license to use the name. I would guess the money would go to USAT’s bottom line, but they don’t have to lift a finger as far as the store operations go. If something happens with these stories that is negative, it could spill over to USAT, but otherwise this a no-brainer for corporate suits who have demonstrated they have no brains.

  5. Anonymous Says:

    CNBC, Fox News, Sports Illustrated and a lot of other media brands will be there too. The financial websites reported this yesterday.
    USA Today seems like a pretty good brand alignment as it is travel focused. And lets hand it to them, for all who want to see diversification, this seems to be a good licensing deal with revenue upside.

  6. Anonymous Says:

    Look on the bright side—it’s going to be color-coded and have reading glasses for sale! (Or at least that’s what I read somewhere.)

  7. Anonymous Says:

    Quite frankly, I think this is a really smart move. USAT’s biggest advantage is in the airport, where it’s the go-to for most business travelers.

    Plus, when charging $2.50 for a Coke, how can you go wrong?

  8. Anonymous Says:

    Very smart. I think USA Today is a strong brand. USA Today is the Gannett brand that will survive the best through all this mess.

  9. Anonymous Says:

    This is a good idea and a logical extension of the USA Today brand. However, I do know that this has been discussed off and on for at least 10 years. It’s about time USAT moved forward. Better late than never, I suppose.

  10. Anonymous Says:

    You know, I think this idea is great, but there may be a downside to it all. Some people equate airports with a bunch of negative memories and experiences. Makes me wonder if exposing the brand in a more positive environment might make more sense.

  11. Anonymous Says:

    I did not see this coming but good for them…they realized USA Today is a brand and not just a newspaper. Brand extensions create brand value.

  12. Anonymous Says:

    It’s a great idea and overdue. This will help begin to establish USAT’s brand identity beyond its traditional bases.

  13. Jim Hopkins Says:

    Detroit offers an advantage for USAT Publisher Craig Moon — an advantage known to a handful of we Little Rock alumni: He can go jogging (hah!), should he still partake in that sport.

  14. Anonymous Says:

    10:59
    Don’t know how this establishes the brand identity beyond traditional bases. Do you mean to travelers? I thought they covered that base by depositing all those papers in all those hotels.

  15. Anonymous Says:

    anon 8:06 – It establishes the brand beyond its traditional base as a newspaper. This move helps establish USA TODAY as a broad based consumer brand (not just a newspaper brand) with multiple products to offer people (including travelers).

  16. Anonymous Says:

    Broad-based as in coffee, books and reading glasses?

    Come on. I know I’ll be accused of lacking innovation, but this just seems like a silly thing to do at a time when customers are crying out for solid news reporting. why not put the focus on the news product?

  17. Anonymous Says:

    While circulation for USAT print may still be strong, advertising demand isn’t as strong as it used to be and isn’t likely to ever be that strong again. With advertising revenue contributing the bulk of the revenue, USAT simply needs new revenue streams in order support “solid news reporting” – this is the crux of the business model shift that USAT and other “old media” entities are facing.

    Books, coffee, reading glasses all help contribute new revenue streams and grow the Brand presence while diverting very little, if anything, from the core journalism products.

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