We profiled our target segments, identifying similarities/differences, zoning in on critical media engagement opportunities and critical moments to drive action.We found that 50% of all readership occurs prior to 9a.m. and news information is an important part of people's daily routine, from which our strategy "The Morning Ritual" was developed.We developed a multi-platform approach in key morning news properties that aligned with the sections of USA TODAY.

Circulation was up 3.1% vs. YAG through September 30, 2004 (ABC audited). The critical first month not only held, but grew the reader circulation base. USA TODAY's sales growth was much stronger than the competition during the same period: the NYT grew by only 0.3% and the WSJ by 0.8%. Further proof of performance is evidenced online. USA Today.com visits were off the charts, up 50% YAG versus up 45% before the campaign began.