An article yesterday from AdAge.com reflects on USA Today's evolution from outcast startup to mainstream success, and explores the paper's divisiveness among readers. The author, Nat Ives, attributes USA Today's success to its aesthetically pleasing, user-friendly design, and an increasing quality of journalism.

"Twenty-five years after USA Today zigged while everyone else zagged...the industry has learned to imitate its earliest editorial priorities - color, brevity, sports, pop and dialogue with readers," writes Ives.

USA Today's critics complain that the paper has cheapened journalism by pulling in readers through snappy visuals - a television-style format, extensive pop culture and entertainment coverage, brazen front-page advertisements - rather than content.

Ives, however, argues that USA Today - dubbed "McPaper" by its critics - has improved the quality of its journalism, citing the paper's reporting on the war in Iraq as an example of its "serious journalism."

Alex Jones agrees. Jones, director of the Joan Shorenstein Center on the Press, Politics and Public Policy at Harvard, says USA Today's balance between its entertainment news and its serious journalism is the key to its success.

"The lesson of USA Today is that style and trying to cater to people's interest in distraction will only take you so far. The thing that has made USA Today a success is making it a serious news organization but in a form and a style that is appealing," Jones said.

Can USA Today maintain a serious level of journalism in an entertainment-friendly medium? Editor Ken Paulson articulates the paper's ongoing balancing act.

"As committed as we are to covering American foreign policy," Paulson said, "We're also deeply committed to covering 'American Idol.'"

Source: AdAge.com through I Want Media