USA Today pilots readership program
By ALISON ROCHE
News Writer
On Monday, Saint Mary's students may have been surprised to find complimentary issues of USA Today, The Chicago Sun-Times, The Chicago Tribune, and The Elkhart Truth in every residence hall. The papers were donated for a four-week pilot participation in USA Today's Collegiate Readership Program.
More than 170 other colleges and universities across the country are currently a part of the readership program which aims to increase students' readership and knowledge of current events.
"People don't necessarily go out and buy papers, but if they're right in front of them on their way to class, they are more likely to read them," Tracie Sexton, Senior Account Manager from USA Today, said.
Sexton, along with representatives from each of the participating newspapers, came to Saint Mary's campus Tuesday to distribute surveys to learn about students' current readership habits.
A post-survey will be administered at the end of the pilot to gauge the program's affect on students. Results from the two surveys are compiled by an out service. It is then the College's choice whether to make the program a permanent fixture on campus after the free, no-obligation pilot is over.
Jerry Madsen, the assistant director for residence life, was involved in bringing the program to campus and says that the decision to keep the program will be made two to three weeks after the completion of the pilot.
"The pilot program will determine if, one, we can afford it, and two, if we can afford it, will it be worth it?" said Madsen.
If the College decides to continue the program after the pilot, The South Bend Tribune may possibly decide to participate. Mike Lee, The South Bend Tribune's Circulation Director, said the paper is not contributing to the pilot for financial reasons, but that they are willing to speak further with Saint Mary's and USA Today on the issue.
"We chose at this time not to be involved in the pilot program. It's nothing against Saint Mary's or the program. We'll continue to deliver individually wherever we can," said Lee.
During the pilot, the number of papers left on the racks in the residence halls will be counted each day to form a rough estimate of how much the program will cost the College. If the readership program is enacted, the college will pay only for the papers that are taken. Remaining papers are deducted from the bill.
Sexton said the cost to continue the program is typically around $10 to $15 per student per year, whereas a regular subscription to a paper is about $70 per year. She also said that other colleges usually implement this cost into student or activity fees.
The readership program began at Penn State University in 1997 and USA Today took over the coordination and distribution in the fall of 1999. "Every college campus exists to a certain degree inside a bubble — this program works to burst that bubble," said Madsen.
All News Stories for Wednesday, February 13, 2002
