USA Today ready to launch a new look 13 (UPI) -- Larry Kramer, president and publisher of USA Today, said it was time to revamp the newspaper and the company. "We're really trying to reinvent a news business," said Kramer on the eve of the newspaper's new look and the company's organizational retrofit. The new USA Today to be launched Friday looks more like a website, The New York Times reported Thursday. More than that, Kramer said, the business is focusing its production on a combination of television and newspaper journalism with newspaper journalists being outfitted with video cameras and staff of both medium sharing a newsroom. Kramer also said, "now it's going to be much more of a series of individual voices." In that manner, a national story will have a variety of reporters on the ground giving the stories a local spin to fit various locations. This has to be an orchestra. It can't be a single instrument anymore," Kramer told the Times. USA Today was overdue for a facelift, said JPMorgan Chase media analyst Alexia Quadrani. "A revamp is going to be welcome because I think you do need to do something to reinvigorate that brand," she said, adding the company was "still more skewed toward print in terms of where their revenue and cash flow comes from." Aside from its Internet companies, Gannett, which owns USA Today, owns 82 other newspapers and 23 television news stations. "The great thing about Gannett right now is the leveraging of assets that used to be housed in silos," said Chief Executive Officer Gracia Martore. "That's how I think you survive and thrive in a digital era," she said.