The Making of McPaper: The Inside Story of USA Today [Hardcover]

Peter S. Prichard (Author)

Book Description

Publication Date: September 1987

In 1982 the Gannett Company, the nation's biggest newspaper chain, launched USA TODAY. USA TODAY celebrates its 25th anniversary in 2007. The brainchild of Al Neuharth, it was the most expensive, most closely watched newspaper debut in history. Journalists called it "McPaper," the "titan of tidbits," and "junk-food journalism." No newspaper executive had ever put so many millions and so many careers on the line. This updated edition of Peter S. Prichard's acclaimed 1987 release includes an afterward by longtime USA TODAY writer and editor David Colton. This updated section completes the story of the first century of "The Nation's Newspaper." Colton catches up with the founders and examines the journalistic achievements that have gained "McPaper" respect. Readers of USA TODAY - millions of them - will find this a fascinating, behind-the-scenes story of the battle to build a newspaper that has grown to redefine modern journalism. Readers of business histories will find it a classic case study of a bigrisk, big-reward business start-up.

--This text refers to the Paperback edition.

Editorial Reviews

From Publishers Weekly

Newsweek once derisively referred to USA Today as "McPaper, the Big Mac of Journalism." But subsequent developments indicate that Americans have taken to this first national, general-interest daily newspaper virtually everywhere except New York and Washington and that its circulation is now among the three largest in the country. In this history, Prichard, a USA Today staffer, covers the planning sessions for the Gannett-chain paper, evidently based largely on corporate president Allen Neuharth's successful launch of a paper in the Cape Kennedy area; the role of Neuharth in driving the project to reality; the problems of circulation and distribution; the staggering difficulty of luring advertisers; and the huge deficits the paper racked up in its early years. A company history, the tone of the writing is rather fevered, and it is clear that this is not the work of an entirely objective reporter. Photos not seen by PW.
Copyright 1987 Reed Business Information, Inc.

From Library Journal

"McPaper"but Gannett chairman Al Neuharth is no clownish Ronald McDonald. He is decribed as an egomaniacal, manipulative, brilliant, driven press lord obsessed with the success of his national newspaper. Prichard, managing editor of cover stories at USA Today , tells all at Neuharth's request; but Neuharth did not censor and Gannett did not subsidize. We read about the five-year-old paper's struggle to make money, internal rearranging and squabbling, constant staff turnover, drain on the Gannett newspaper chain, and Neuharth's self-appointed role of lord and master. This revealing, well-written book would be riveting fiction. Horrifically, it is not. Jo Cates, Poynter Inst. for Media Studies, St. Petersburg, Fla.
Copyright 1987 Reed Business Information, Inc.

See all Editorial Reviews

Product Details

• Hardcover: 370 pages
• Publisher: Andrews Mcmeel Pub; 1 edition (September 1987)
• Language: English
• ISBN-10: 0836279395
• ISBN-13: 978-0836279399
• Product Dimensions: 8.9 x 5.7 x 1.8 inches
• Shipping Weight: 1.7 pounds
• Average Customer Review: 4.5 out of 5 stars  See all reviews (2 customer reviews)
• Amazon Best Sellers Rank: #2,448,378 in Books (See Top 100 in Books)

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Customer Reviews

Most Helpful Customer Reviews

1 of 1 people found the following review helpful:

5.0 out of 5 stars Leadership and Vision, October 10, 2001

By 

Lynn Lyon (Coppell, TX United States) - See all my reviews
(REAL NAME)   

This review is from: Making of McPaper: The Inside Story of USA Today (Mass Market Paperback)

I came across this book in a Bethesda library in the early 90s and still think of the story. It is a fascinating tale that shows how vision, ego, and ambition come together to develop a product unlike any before it. It is a story about the man behind the product and how he perservered. I enjoyed this book in the same way that I enjoyed The New New Thing about Jim Clark. I've recently bought my first house and have decided to go back and purchase books for my library that stand out in my mind as influential in the way I've looked at business and decisions I've made. I'll have this one on the shelf by the end of the month.

1 of 1 people found the following review helpful:

4.0 out of 5 stars A great history of Gannett's national newspaper, December 6, 1998

By A Customer

This review is from: Making of McPaper: The Inside Story of USA Today (Mass Market Paperback)

"The Making of McPaper" is a well-written, all-encompassing history of USA Today - and the only extensive work I've been able to find on the paper. Written by a former editor, it is not just propaganda; praise and criticism both are included. (Of course, USA Today wins in the end.) It is a quick read for those interested in the business of journalism and the journalism business. Also read "Confessions of an SOB" by Al Neuharth for his take on the paper's start-up.