Los Angeles Times and Orange County Register launch new Local Community Values weekly preprint distribution program
LOS ANGELES AND SANTA ANA, Calif. Feb. 9, 2005 The Los Angeles Times and the Orange County Register have announced the launch of Local Community Values (LCV), a new preprint insert advertising and distribution program in Orange County. The program allows advertisers to align their marketing messages with the end-of-week purchasing habits of more than 900,000 Orange County households, including the 40 percent of households subscribing to The Times or the Register.
Local Community Values contains advertiser inserts and is distributed in the Register, approximately 15 of the Register’s community weeklies, The Times, and in U.S. mail helping advertisers target households in all or a select number of Orange County’s 87 ZIP Codes.
The LCV package is delivered to subscribers of the Register on Fridays, and inside its community weeklies to non-subscriber households on Thursdays and Fridays. Times’ subscribers in Orange County continue to receive the LCV package on Friday. Households that do not subscribe to either the Register or The Times receive the package through direct mail. The Orange County LCV program collectively targets more than 900,000 local households.
The Times and the Register are independently selling and marketing the Orange County LCV program with other core advertising products such as R.O.P. or online advertising to offer clients an overall advertising package.
“We’re excited to enter into this program with the Register,” said Tom Kelly, Los Angeles Times vice president for retail advertising. “Market-wide coverage is key for Orange County advertisers and this new Local Community Values program is the best way to reach every household in Orange County.”
“We can now offer advertisers the best possible insert distribution solution to reach a high-quality consumer,” said Keith Gilpin, director of Direct Mail Sales for Freedom Orange County Information. “Local Community Values is in direct response to insert advertisers’ requests for a simpler way to reach consumers through paid-subscriber delivery and direct mail. It’s a valuable way for advertisers to reach in one buy readers of both the Register and The Times during the key Thursday-Friday saturation delivery window.”
Local Community Values is part of a larger regional, multi-market advertising distribution arrangement called the Value Network, which includes the Register, The Times, San Diego Union-Tribune, Las Vegas Review-Journal, Ventura County Star, Torrance Daily Breeze and Riverside Press-Enterprise. The Value Network is a “one-order, one-bill” program that allows advertisers to buy inserts in multiple markets and reach up to 7.5 million people.
All database lists and creation of the packages are handled at the California Community News facility in Irwindale, Calif. The 325,000-square-foot facility was specifically designed to provide state-of-the-art typesetting, printing, and packaging and distribution services for the Los Angeles Times.
About Freedom Orange County Information
Based in Santa Ana, Calif., Freedom Orange County Information has a portfolio of media products including The Orange County Register, 24 community weeklies (including Spanish-language Excélsior), OCRegister.com, myOC.com, OCExcelsior.com, GolfExtra membership card, and Orange County Home and Coast magazines. The Register is a Pulitzer Prize-winning newspaper and is celebrating its 100-year anniversary in 2005.
About The Los Angeles Times
The Los Angeles Times, a Tribune Publishing company, is the largest metropolitan daily newspaper in the country and the winner of 35 Pulitzer Prizes, including five in 2004 the second-largest yearly total in the history of the awards. The Times publishes five daily regional editions including the Los Angeles metropolitan area, Orange and Ventura counties, the San Fernando Valley, an Inland Empire edition covering Riverside and San Bernardino counties, and a National edition.