Change continues at the publisher of the Orange County Register.
Santa Ana’s Freedom Orange County Information, the unit of Irvine-based Freedom Communications Inc. that puts out the Register and other publications, is scrapping the print version of its SqueezeOC magazine.
Freedom Orange County plans to continue SqueezeOC’s Web site. The last issue of the magazine comes out Friday.
Some jobs will be cut, but the majority of the SqueezeOC editorial team is set to stay with expanded duties as Freedom Orange County makes a bigger online push, the company said.
SqueezeOC is aimed at readers in their 20s and 30s and includes restaurant reviews and ideas about what to do for fun.
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SqueezeOC Web site: last print issue due this week |
Those readers are more likely to go online, said Chris Schulz, vice president of Freedom Specialty Media, which includes SqueezeOC, Coast Mag-azine and other publications.
There’s a lot of local competition for SqueezeOC. Newport Beach-based Churm Publishing’s OC Metro and Village Voice Media’s OC Weekly in Santa Ana have stories that target the same audience.
The move is part of Freedom Orange County’s bid to cut back on costs amid an advertising sales slump.
Recently, the Register laid off journalists,estimated at about 30 or so,and trimmed other areas, including reducing freelance, dropping some wire services and eliminating open positions.
The company also has gotten more aggressive on the Web, including sites for its paper and other publications.
“As consumer information needs change, Freedom Orange County Information will continue to adapt our print and online products,” said Joe Brenneman, vice president of advertising sales.
In other news, Excelsior, a Spanish-language weekly newspaper, made some design and content changes, including adding coupon inserts and a revamped front page.
The paper plans to promote the changes at the Fiesta Patrias de Santa Ana on Sept. 15 and 16. Excelsior sponsors the celebration of Mexico’s independence.
RiechesBaird Win
Irvine-based RiechesBaird just picked up a client.
Integrated Insurance Services tapped the shop for marketing work, including brand development and integrated marketing, creative development, design and production.
The goal: help raise Integrated Insurance’s visibility and promote its business model. Integrated Insurance, which offers employee healthcare benefits, has offices in Seal Beach, Santa Barbara and Pasadena.
RiechesBaird won the review because it “shared our similar culture,” said Jeff Yoos, executive vice president of Integrated Insurance.
More on DGWB
Last week, I wrote about Santa Ana-based DGWB Advertising and Communications and its recent buy of Argus Interactive.
Since, I’ve gotten more details.
Jon Gothold, DGWB principal, said all 10 of Argus’ workers will shift to DGWB. The shop may look to hire a “couple more interactive staffers in the very near future.”
Argus, which handles search engine marketing, should help DGWB bring in more work, Gothold said.
“This is something most mainline advertising agencies aren’t really offering,” he said.
Plus, Gothold said clients want campaigns that draw customers in.
“The days of one-way, monologue-oriented advertising are truly over,” Gothold said.
Idea Hall in L.A.
Idea Hall in Costa Mesa is expanding.
The public relations and marketing shop just opened an office in Los Angeles and hired two workers to lead it.
“The expansion of the Idea Hall brand into Los Angeles allows us to diversify our current clientele,” said Rebecca Hall, Idea Hall chief executive.
Idea Hall hired Dennis Kaiser and Marcie Perez as vice presidents to oversee the Los Angeles office.
Kaiser will handle the shop’s advertising, public relations and interactive clients. Perez will oversee the agency’s general consumer and multicultural practice.
New Work
Orange Label Art + Advertising in Newport Beach brought in three clients in the past month.
The shop was tapped by The Tulsa Rib Co., Pro-Dex Inc. and U.S. Bancorp’s office equipment finance services division.
Orange Label is set to handle branding for U.S. Bancorp, and Web and print advertising campaigns for Tulsa Rib and Pro-Dex, a Santa Ana maker of motors for medical devices.
The shop has gotten more aggressive about bringing in business since March, when it changed its name and announced a new partner. The firm has about 15 full-time workers and taps a large stable of freelancers.
DiCaprio, Senizergues
Pierre Senizergues, chief executive of Lake Forest-based shoe and apparel maker Sole Technology Inc., teamed up with actor Leonardo DiCaprio and Tree Media to make an environmental documentary, “11th Hour,” which debuted in August. Senizergues, big on being green, was executive producer.
