USA Today have launched a new initiative in collaboration with Penn State University, Indiana University and the University of Missouri to test how students respond to e-paper versions of the print publication.

The e-edition of USA Today is assured to be identical to the print version with the only difference being additional content and interactive features. The e-edition for Penn State, for example, includes a story chosen and written by the school about a relevant univeristy topic.
In order to obtain their free e-copy, students must sign up to the USA Today e-edition website each day, or subscribe to receive a daily email that will provide links to each of the paper's stories online.

The program comes as newspapers across the US search for new ways to promote readership and generate revenue. Suffering at the hand of the recession and a general cultural shift to the consumption of free online news, the Audit Bureau of Circulations recently reporting a ten per cent drop in circulation figures across the country.

USA Today was one of the worst hit publications, plummeting 17 per cent in readership figures, the biggest drop in the paper's 27 year history. It was knocked off its position as the number one daily US newspaper, topped by the Wall Street Journal.

Many publications are trying to encourage younger generations to develop an appreciation for reading newspapers, and have invested heavily in programs targetting these groups.

The French government recently launched the scheme 'Mon Journal Offert' (My Free Newspaper), part of a 600€ million government bailout package designed to help suffering French newspapers, which offers youths aged between 18-24 a year long free subscription to one of the 59 newspapers taking part in the initiative. The theory is that following the free subscription period these youths will be more inclined to pay for a subscription.

USA Today appears to be trying to achieve a similar outcome, though more focused on the digitial consumption of news. The exerice is less costly that the French program (with no printing and distribution costs involved) and could potentially be more successful given the digital aptitude of the yonger market.

Source: Philly.com