By Lukas I. Alpert 

Activist investor Carl Icahn fired the first salvo in a shareholder fight with Gannett Co. on Thursday, pushing for two seats on the media company's board and changes to its corporate governance rules ahead of the planned spinoff of its publishing division from its broadcast business.

The move follows a familiar pattern for Mr. Icahn, closely mirroring a fight he had with eBay over the coming spinoff of its PayPal electronic payments company. The two sides reached an agreement Wednesday, with eBay giving Mr. Icahn a board representative and agreeing to corporate governance rules that he sought.

Mr. Icahn has a roughly 6.6% stake in Gannett, which publishes 82 daily U.S. newspapers including USA Today and owns 46 television stations. In a letter to Chief Executive Gracia Martore, he said he was dissatisfied with the company's governance profile and accused it of poor communication.

Mr. Icahn said he was pleased that the company had decided to split itself into two separate publicly traded entities, but suggested the new companies would find themselves takeover targets and worried that their boards would make protective moves that wouldn't be in the best interest of shareholders.

"If this occurs, the shareholders--the true owners of the company--should have the full and only right to decide whether or not to accept the offer," he wrote.

Mr. Icahn said he intended to nominate two candidates to Gannett's board, former Bertelsmann Entertainment Chief Executive Michael Dornemann and Icahn employee Courtney Mather. He said he would also press for corporate governance changes, including blocking any so-called poison pill provision designed to prevent a takeover, without majority approval by all the shareholders.

In a statement Thursday, Gannett accused Mr. Icahn of launching an "overreaching campaign to advance his own agenda."

"We are surprised by Mr. Icahn's aggressive actions, including his threat to run a proxy contest to force wholesale changes in Gannett's corporate governance and dictate the corporate governance of a company whose governance profile has yet to be determined," said Gannett Nonexecutive Chairman Marge Magner.

Ms. Martore said the company's board has been a driving force behind its strategic transformation and plan to separate two publicly traded companies--"a plan Mr. Icahn publicly supported following our announcement last summer and continues to support now."

Mr. Icahn made a similar argument to eBay over PayPal. In the end eBay's board agreed that shareholders would have to approve a poison pill defense, and made other changes to prevent roadblocks to an acquisition.

Mr. Icahn first disclosed his ownership stake in Gannett in August, just 10 days after the company had announced its plans to split. In a regulatory filing at the time, Mr. Icahn said he felt the company was undervalued and he had begun accumulating shares to force a split, but the company beat him to the punch.

Since the spinoff announcement in August, Gannett shares have declined 8.6%. They were up 1% in early trading Thursday following the release of Mr. Icahn's letter. Mr. Icahn said the stock decline was due to the "company's failure to adequately explain to investors the capital structure, debt capacity and business strategy for each of the post-spin companies."

Gannett hasn't announced a date for when it will complete the split. Gannett will join a host of media companies that have or will split off print-publishing operations from faster-growing television and digital operations. Gannett greatly expanded its broadcast operations with its $1.5 billion acquisition of broadcaster Belo Corp. late last year, and has continued to bulk up its digital properties.

David Benoit and Tess Stynes contributed to this article.

Write to Lukas I. Alpert at lukas.alpert@wsj.com

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