The Orange County Register is taking a hands-off approach to advertising.
The newspaper has come out with a Web site from Britain’s Wave2 Media Solutions Ltd. that allows businesses to go online and create and schedule their own advertising in the Register or in any of the community newspapers owned by the Register’s parent Irvine-based Freedom Communications Inc.
“We’ve adjusted how we sell and deliver ads,” said Mike Hodges, vice president of interactive sales at Freedom
Interactive.
The Register is offering special incentives for placing ads through the Web site, such as free color and free days with the purchase of three or more ads within a four-week period.
The paper is looking to build online advertising as it struggles with a decline in print ads.
Small businesses could be more attracted to buying ads online since the space is offered at a discount with no commission for an account
representative.
The newspaper has launched other efforts in recent months to capture online advertisers, including pay-per-click and e-mail blasts.
“We’re focused on delivering the Orange County audience to our advertisers, not only through our Web site but other mediums like e-mail and text messaging,” Hodges said.
Niche Publisher
Laguna Hills-based Stampington & Co. has several art magazines in the works.
The publisher, which also sells rubber stamps to art stores, produces 23 arts, crafts and scrapbooking magazines. The publications target niche audiences, including Somerset Studio, a bimonthly magazine about rubber stamps used to create images on paper and in scrapbooks.
The company has cornered what seems to be an untapped market of women, usually in their late 30s to 50s, interested in learning crafting and scrapbooking.
The magazines are sold through subscriptions and at art supply stores along with Stampington’s brand of rubber stamps.
Magazine advertisers include art suppliers, artist galleries and others catering to the magazines’ readers.
Stampington started a quarterly magazine in November based on Jo Packham’s book “Where Women Create: Inspiring Work Spaces of Extraordinary Women.”
The magazine looks at several artists’ studios in-depth. The next issue is due in February.
Also on tap for the new year: True Colors: A Palette of Collaborative Art Journals, focusing on creating art with others, followed by Stuffed, a magazine about creating stuffed dolls, and Art Quilting Studio.
Stampington also is looking to release a green-themed publication in September.
GreenCraft magazine will showcase more than 200 projects made from recycled materials submitted by crafters.
Each project will be shown in detail through photographs paired with in-depth instructions to allow readers to recreate their favorite projects such as small vases made from old light bulbs.
“The projects featured in each issue will be ‘eco-chic’,not just ecologically-friendly,” said Kellene Giloff, publisher and president of Stampington.
Holy Guacamole
Newport Beach-based Integrated MarketingWorks is working on an awareness campaign for Mexico’s Avocado Producer and Exporting Packers Association of Michoac & #225;n.
The association is a nonprofit that represents the avocado industry from the Mexican state of Michoac & #225;n. Mexican avocados make up 51% of the U.S. market, according to Mairim Martinez, an account executive at Integrated.
Integrated is in the process of implementing a $3 million, three-month campaign with radio and television spots in New York, Chicago, Dallas, Houston and San Antonio, Texas.
The ad shop is hoping to reach 160 million consumers with ads running during the holidays and sporting events.
It will move the campaign to California in February, according to Martinez.
The company also will be advertising in several trade publications including Illinois-based Vance Publishing Corp.’s The Packer.
Bits & Pieces:
Lake Forest-based Johnny Rockets Group Inc. worked with Japan-based Namco Bandai Games Inc. to help promote the “We Ski” video game for Nintendo Co.’s Wii. The restaurant also hired Cozette Phifer as director of communications Newport Beach-based Blue C Advertising hits its 10-year anniversary with a current campaign for Japan-based Alps Electric Co.’s North American division Santa Ana-based DGWB Advertising hired Newport Beach-based XPR LLC to handle the shop’s public relations Desmond McLeish Inc. closed its Costa Mesa office and moved to Corona del Mar, according to Chief Executive Jessica McLeish. The public relations firm also opened a Riverside office Sony Pictures Classics, a division of Sony Corp., has acquired North American distribution rights for KDOC-TV owner Bert Ellis’s “It Might Get Loud.”
The documentary focuses on the electric guitar through the eyes of Jimmy Page, The Edge and Jack White. A summer 2009 release is planned.
