AS O.C. GOES. . . ? The...

AS O.C. GOES. . . ? The editor-in-chief of Irvine-based Entrepreneur Magazine (D1) has her own story about why people who are starting a business should do their own research. Rieva Lesonsky, who lives in Irvine, wrote last year that what the world does not need is another frozen yogurt or video store. But when she visited the magazine’s printing plant in Kentucky, she learned that Orange County trends don’t always apply elsewhere. The first video store in the town of Glasgow was packed, and the town was eagerly awaiting its first frozen yogurt shop.