How do you entice more people to subscribe to a metro newspaper daily print edition? Well, one way that sounds pretty logical to FishbowlLA is to zero in on affluent zip codes and expand the local-section insert from once a week to every weekday.
That’s what the Orange County Register will do starting this Monday, May 6 for the regions of Newport Beach and Costa Mesa. Instead of just Fridays, The Current section will now appear in local editions Monday through Friday. From the recent announcement:
“The essence of a truly indispensible community newspaper is its ability to be interesting first, then relevant, finding its way to important and ultimately becoming an essential part of people’s daily lives,” said Eric Spitz, owner and president at Freedom Communications. “The investments we’re making into The Current not only provide significantly more value to subscribers in Newport Beach and Costa Mesa, but we hope it will redefine expectations of what a vibrant hometown newspaper should look like and accomplish in the communities it serves.”
The Register is hosting a special launch week event on May 7 at the Back Bay Bistro and will also, towards the end of the month, be mailing out free samples to non-subcribers in the two cities. A total of ten reporters and editors were recently hired to help support this Current expansion.
The section city editor is Paul Eakins; community editor, Roger Bloom; and the sports editor, Brantley Watson. Starting next week, The Current will also be available as a standalone publication at select retail locations.