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Gannett Changes Name to USA Today Co.

NYT > Business > Media · Katie Robertson · last updated

It has shaped up to be the year of the media rebrand.

Gannett, the country’s largest newspaper publisher, is renaming itself USA Today Company, after its flagship national newspaper, the company announced on Tuesday.

“We are changing our name and rebranding to embrace our most notable masthead — which is committed to delivering fact-based news, unbiased coverage and essential content that meets audiences in the center,” Mike Reed, its chief executive officer, said in a statement.

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The traditional journalism business model has long since collapsed, and news organizations have shrunk or disappeared entirely. While a number of promising experiments are under way, the public has not shown a willingness to buy what news organizations are selling.

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