USA Today has made the decision to extend its brand beyond the world of newspapers and Internet journalism, as it announced its about to open up its first USA Today store in Laguardia Airport in New York.
According to publisher Craig Moon, the USA Today store will organized based on the colors used in the newspaper over the years, with "purple for lifestyle products, red for sports, green for financial and blue for news."
Moon also hinted at other USA Today branded intiatives in the future, which could included things built around their "USA Today recommends" segment.
While Gannett and CEO Al Neuharth swear up and down the newspaper industry is healthy and fine, this is definitely a move to generate revenue outside the beleaguered industry.
One reason this makes sense, as far as the store opening at Laguardia Airport goes, is USA Today caters very strongly to travelers. Their recognizable color-coded scheme at the store could be attractive to the travelers that inhabit the airport.
This is obviously a trial balloon to see how it works. You can be sure if it is successful, you'll see a plethora of USA Today stores scattered throughout the airports of America.
Do you think this will interfere with their brand, or it's a good move in a business that has limited future growth prospects?
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