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LOS ANGELES The Orange County Register is set to debut a campaign on Sept. 1 tagged, “Take back the morning,” the newspaper said.
The effort, by DGWB in Santa Ana, Calif., includes TV, print and outdoor ads targeting adults ages 25-35.
“This is the group that undergoes some serious life changes,” said Eric Morgan, a representative for Freedom Orange County Information, which publishes the Register. He added that “they aren’t as likely to read the newspaper because they’re stressed, and they have all these transitions,” citing experiences such as having children, changing jobs and facing mortgage payments for the first time.
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