Orange County Register Communications launches 'Delivering More Than Newspapers' advertiser campaign as part of larger brand positioning

SANTA ANA, Calif. - April 16, 2009 - Orange County Register Communications announced the launch of its "Delivering More Than Newspapers" advertiser campaign, as part of a multi-level brand positioning strategy to raise awareness of its information portfolio and its ability to reach broad or very targeted audience segments.

The new brand positioning simultaneously targets Orange County Register Communications' associates, advertisers and consumers.

The goal of the advertiser campaign is to explain the breadth of information products and services available to advertisers, and how they effectively reach county-wide or niche audiences, said Lelani Bluner, vice president of Marketing at Orange County Register Communications.

"Our new brand position better represents how we're evolving as an audience-driven company and expanding access to information on a much grander scale," Bluner said. "For the community, it's about access to what they want, when they want it and how they like to receive it. For advertisers, it's about gaining access to their target customers through one or several effective vehicles in our portfolio - be it newspapers, online, direct mail, magazines or custom-publishing products."

The advertiser-focused component of the brand positioning references the reach of various Orange County Register Communications' products by specific communities or audiences. The mediums available to advertisers are listed at the bottom of each ad, with a reference to its online media kit at ocregister.com/advertise.

Print ads for the advertiser campaign began this week, and will run in The Orange County Register and its community newspapers, as well as local publications and live events. The consumer-driven element of the campaign will debut in June.

Bluner added it was important to reiterate the company's brand positioning to associates at Orange County Register Communications first, as they are creators and ultimate ambassadors of the company brand and its products. Posters and intranet messages were distributed to associates last week to reinforce its "Delivering More Than Newspapers" brand positioning, as well as its brand promise, benefits and attributes.

"Our brand positioning reminds our customers of who we are as an organization, what we deliver and what they told us they appreciate about us," Bluner said. "Understanding our role in the community helps our associates deliver on the values of our brand. Our customers count on us to deliver locally-focused information cheaper, better and faster than anyone else."

About Orange County Register Communications, Inc.
Orange County Register Communications, Inc. of Santa Ana, Calif. is part of Freedom Communications, Inc. and is publisher of The Orange County Register, a three-time, Pulitzer Prize-winning newspaper and the area's most trusted source of news and information since 1905. The company also publishes OCRegister.com, OCExcelsior.com, OrangeCounty.com, 23 community newspapers, and Spanish-language Excélsior. Magazines include Coast, Coast kids, Preferred Destinations and several publications supporting the performing arts. Orange County Register Communications also offers a full spectrum of custom printing services, insert and direct mail advertising vehicles. For more information, visit www.ocregister.com/aboutus.


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