20th century
USA Today was first conceived on February 29, 1980, when a company task force known as "Project nn" met with the then-chairman of Gannett, Al Neuharth, in Cocoa Beach, Florida. Early regional prototypes of USA Today included East Bay Today, an Oakland, California-based publication published in the late 1970s to serve as the morning edition of the Oakland Tribune, an afternoon newspaper that Gannett owned at the time. On June 11, 1981, gannett printed the first prototypes of the proposed publication. The two proposed design layouts were mailed to newsmakers and prominent leaders in journalism for review and feedback. Gannett's board of directors approved the launch of the national newspaper, titled USA Today, on December 5, 1981. At launch, Neuharth was appointed president and publisher of the newspaper, adding those responsibilities to his existing position as Gannett's chief executive officer.
Gannett announced the launch of the paper on April 20, 1982. USA Today began publishing on September 14, 1982, initially in the Baltimore and Washington, D.C. metropolitan areas, for a newsstand price of 25¢ (equivalent to 83¢ in 2025). After selling out the first issue, Gannett gradually expanded the national distribution of the paper, reaching an estimated circulation of 362,879 copies by the end of 1982, double the amount of sales that Gannett projected.
The design uniquely incorporated color graphics and photographs. Initially, only its front news section pages were rendered in four-color, while the remaining pages were printed in a spot color format. The paper's overall style and elevated use of graphics—developed by Neuharth, in collaboration with staff graphics designers George Rorick, Sam Ward, Suzy Parker, John Sherlock and Web Brya—were derided by critics, who referred to it as a "McPaper" or "television you can wrap fish in", because it opted to incorporate concise nuggets of information more akin to the style of television news, rather than in-depth stories like traditional newspapers, which many in the newspaper industry considered to be a dumbing down of content. Although USA Today had been profitable for just ten years as of 1997, it changed the appearance and feel of newspapers around the world.
Gannett invested in an expensive network of printing factories and distribution during the rollout of USA Today, meaning that the paper could be printed and distributed quickly. One of the results of this was USA Today having the luxury of a later time cutoff for journalists to submit stories, such that the paper was able to include sports scores from games that finished late in the next morning's paper. The sports section of USA Today, with its complete set of results, was well-regarded and generally seen as one of the main selling points of the paper.
On July 2, 1984, the newspaper switched from predominantly black-and-white to full-color photography and graphics in all four sections. The following week, on July 10, USA Today launched an international edition intended for U.S. readers abroad, followed four months later on October 8 with the rollout of the first transmission via satellite of its international version to Singapore. On April 8, 1985, the paper published its first special bonus section, a 12-page section called "Baseball '85", which previewed the 1985 Major League Baseball season.
By the fourth quarter of 1985, USA Today had become the second-largest newspaper in the United States, reaching a daily circulation of 1.4 million copies. Total daily readership of the paper by 1987 (according to Simmons Market Research Bureau statistics) had reached 5.5 million, the largest of any daily newspaper in the U.S. On May 6, 1986, USA Today began production of its international edition in Switzerland. USA Today operated at a loss for most of its first four years of operation, accumulating a total deficit of $233 million after taxes. According to figures released by Gannett in July 1987, the newspaper began turning its first profit in May 1987, six months ahead of Gannett's corporate revenue projections.
On January 29, 1988, USA Today published the largest edition in its history, a 78-page weekend edition featuring a section previewing Super Bowl XXII; the edition included 44.38 pages of advertising and sold 2,114,055 copies, setting a single-day record for an American newspaper (and surpassed seven months later on September 2, when its Labor Day weekend edition sold 2,257,734 copies). On April 15, USA Today launched a third international printing site, based in Hong Kong. The international edition set circulation and advertising records during August 1988, with coverage of the 1988 Summer Olympics, selling more than 60,000 copies and 100 pages of advertising.
In January 1989, USA Today started its survey of television commercials during the Super Bowl, known as the Super Bowl Ad Meter.
By July 1991, Simmons Market Research Bureau estimated that USA Today had a total daily readership of nearly 6.6 million, an all-time high and the largest readership of any daily newspaper in the United States. On September 1, 1991, USA Today launched a fourth print site for its international edition in London for the United Kingdom and the British Isles. The international edition's schedule was changed as of April 1, 1994, to Monday through Friday, rather than from Tuesday through Saturday, in order to accommodate business travelers; on February 1, 1995, USA Today opened its first editorial bureau outside the United States at its Hong Kong publishing facility; additional editorial bureaus were launched in London and Moscow in 1996.
On April 17, 1995, USA Today launched its website to provide real-time news coverage; in June 2002, the site expanded to include a section providing travel information and booking tools. On August 28, 1995, a fifth international publishing site was launched in Frankfurt, Germany, to print and distribute the international edition throughout most of Europe.
On October 4, 1999, USA Today began running advertisements on its front page for the first time. In 2017, some pages of USA Today's website features Auto-Play functionality for video or audio-aided stories.
