Pensacola News Journal readers will soon find USA Today inserts in their daily newspaper, according to sources inside the Romana Street offices.
Gannett, who owns the PNJ, hopes its national newspaper USA Today will help boost its entire publishing division, not just Pensacola’s daily newspaper. The goal is to increase advertising and circulation revenue at the local level.
‘Project Butterfly’ will add USA Today inserts to beef up content in the daily newspapers. It’s a move away from the earlier initiatives that focused on more local coverage.
This move wasn’t unexpected. Gannettblog.com reported last month that Gannett would add the USA Today inserts to 35 papers this year. The newspaper giant had been testing its Butterfly Project in Fort Myers, Fla.; Indianapolis; Rochester, N.Y., and Appleton, Wisc.