MB: What marketing plans do you have to combat both declining circulation and erosion in ad budgets?
Hunke: We’re exploring expansion of our electronic edition and potential rapid rollouts. We’re working very closely with our blue-chip and hotel accounts to expand circulation and distribution. We’re [also] interfacing with more customers and offering more propositions and proposals to sales problems.
MB: How do you monetize content without alienating readers conditioned to accessing content for free?
Hunke: There will always be free access to a significant portion of our breaking news content. We’re going to be looking for ways to build specialized communities, supplemented either behind or bundled with paid-subscription models.
MB: What are some of the ways to better leverage the USA Today brand?
Hunke: It’s just too premature to answer that, but you will see USA Today fine-tuning its marketing and brand development. We’ll be more involved with bigger investments in fewer venues and will not be as diversified or as diluted. —M.S.