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SANTA ANA, CALIF. – The Orange County Register is about to launch a review in hopes of bolstering its arsenal in the circulation battle with the Los Angeles Times.
The Register has worked with Ad Speak/Los Gatos, Calif., on a project basis in recent months. ‘They’ve done a good job for us, but we may need a bigger shop,’ said vp/sales and marketing Ron Redfern. Ad Speak will likely be invited to participate along with three or four local agencies Redfern hopes to contact in the next two months.
With circulation of 313,411 daily and 365,864 on Sundays in the local market, according to the Audit Bureau of Circulation’s March 1993 report, The Register enjoys a substantial lead over the Times’ Orange County edition, which has nearly 200,000 daily readers and almost 300,000 on Sundays.
But the Times, which has had Costa Mesa, Calif.-shop
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