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Colby Effler & Partners recently broke a campaign for The Orange County Register that trumpets the Southern California newspaper’s new format and layout changes.
“It was time to revamp how we address topics that are important to people,” said Kevin Olsen, director of business development at the Register. “Our emphasis was to rethink the newspaper so we [appear] more modern.”
The objective of the TV and radio campaign is to “introduce the [new] product Register subscribers wanted,” said Joan Goldfeder, svp at Colby Effler, Santa Monica, Calif.
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