Abstract
The impact of USA Today on 18-to-35-year-old readers was measured to determine if younger audience members used this paper differently than they use other dailies. The investigation included whether USA Today has had an effect on younger readers' use of other newspapers. Results suggest USA Today's approach represents the best known hope in the newspaper industry for reversing the decline in young-adult readers, and the best known way for rival editors to protect against encroachment by USA Today.
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