Word: colorations
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Sitting behind a gleaming, curved desk in his New York City office, Allen Neuharth picks up the day's issue of USA Today, the terse, rainbow-colored newspaper that he created and nurtures. "We stole most of this from somebody else," says Neuharth, chairman of the Gannett Co., parent firm of USA Today. "Most of the content ideas, the packaging, color and graphics are the result of what television and the newsmagazines have been doing for a long time." Leaning back in his chair, Neuharth, 61, turns to the paper's full-page weather map. "This is a direct, absolute...
...factoids, combined with the paper's abundant charts and polls, offer enough addictive minutiae each day to fuel a game of Trivial Pursuit. What is the original name of Falcon Crest? (The Vintage Years); what is America's favorite kind of cheesecake topping? (cherry); which color houses sell best? (yellow...
...young, upscale readers that Madison Avenue covets. Nonetheless, USA Today faces stiff competition from magazines and television for national advertising dollars. Unlike some magazines, USA Today does not offer regional advertising editions targeted for specific audiences. Although advertiser resistance has not been fully overcome, it is easing. "The color and setup of USA Today fairly well guarantees that if someone goes through the newspaper, he is going to see your ad," says Richard Kostyra, media director at J. Walter Thompson, a New York ad agency...
Nonetheless, newspaper-industry experts remain cautious about USA Today's long-term strength. If circulation does not rise substantially over the next two years, the paper will not be able to charge the higher advertising rates that are needed to break into the black. (A full-page, four-color ad now costs $31,000, compared with $75,000 for a black-and-white page in the Wall Street Journal.) "The challenge facing USA Today is to get the circulation to 2 million or above," says John Morton, a newspaper analyst at Lynch, Jones & Ryan, a securities firm in Washington. "Gannett...
...Once the color and intensity of each point of light have been calculated, those data are converted directly into the pixels, or picture elements, that make up the images on the computer's screen. Each pixel is either red, green or blue. When viewed from a distance, however, they coalesce like the dots in a pointillist painting. Says Lucasfilm's Cook: "It's like mixing paint. If you stand back, they all blend together...