USA Today to launch lifestyle quarterly

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USA Today is targeting consumers who have active lifestyles with the launch of an insert magazine, slated to hit newsstands in March 2008.

The 68-page glossy, called Open Air, will be packaged with the Friday, March 4 edition of the paper, on newsstands nationwide. It will be printed four times in 2008, with monthly printings planned for 2009 if all goes well.

Focusing on active lifestyles, Open Air will feature stories on outdoor activities, travel and nutrition, and other subjects. Both USA Today executives and advertisers are anticipating that Open Air will appeal to affluent, active readers, looking for weekend and vacation activities for themselves and their families.

“There is a big trend where people are taking more active vacations and staying more active throughout their lives,” said Marcia Bullard, CEO and president of USA Weekend.

Bullard is taking on an oversight role with Open Air. She said that USA Today looked at how what was happening externally fit with the demographics of its readers.

“The majority fit into that category where they participate in outdoor activities, physical activities and staying active,” she said.

Advertisements are expected to play to that outdoor enthusiast demographic. The sales team just brought in a travel add for Hawaii.

“We hope to appeal to some advertising segments that we haven't gotten regularly in USA Today, as well as different kinds of products,” Bullard said.

Lorraine Ross, VP of advertising sales and business development for, is heading up ad sales for Open Air.

Joining Ross in production of the glossy is Jack Curry, executive editor of USA Weekend, who will serve as interim editor for Open Air. Employees from both USA Today and USA Weekend will round out the editorial staff.

“Gannett has launched a number of magazines at its newspapers around the country,” added Bullard. “At a national level, it hasn't been done before at a publication like USA Today.”



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