N. Christian Anderson III, who recently named a new publisher to succeed him at Santa Ana-based Orange County Register, says he’ll have his hands full with several different pushes.
A biggie: the Internet.
“It is our growth engine,” Anderson said. “Right now I am working with teams on several new interactive products that we intend to bring to market this summer.”
Earlier this month, Marti Buscaglia, publisher of the Duluth News Tribune in Minnesota, was named to take over as publisher of the county’s dominant daily, which is owned by Irvine-based Freedom Communications Inc.
Buscaglia is set to report to Anderson, who is president and chief executive of Freedom Orange County Information, the division that includes the newspaper group.
“I need to be an effective leader, and I can’t do that while I am spending so much time trying to solve the riddle of newspaper print revenue,” he said.
Anderson plans to focus more on the company’s “strategic efforts,” which in past have been in “fits and starts depending on what is happening on the day-to-day front.”
“In my new role, I will be able to ensure our executive team’s focus on strategy without as much interruption,” he said.
There also may be more magazines. Anderson said the company’s magazine portfolio has been growing. But “we’ve seen too many new products spring up around us,” he said.
For one, Ladera Ranch Magazine, a startup publication owned by Devon Hocker and Erinn Igarashi, is set to debut next month.
Freedom Orange County needs to be “creative and aggressive,” Anderson said.
“Clearly, we’re not optimizing that opportunity for growth,” he said.
Other things in the works: a bigger focus on commercial printing. Freedom Orange County recently bought new equipment to ramp up its offerings. New inserting machines let it pick and choose different packaging, have better control over flyers, letters, postcards and other direct mail.
Plus, Anderson said he’ll be scouting around for possible buys and partnerships.
“Freedom’s vision is to grow its share of advertising revenue in every market it serves,” he said. “We are not ashamed to acquire some of that revenue by purchasing products that other smart people have developed.”
Buscaglia will oversee the Register and Freedom’s Excelsior Spanish-language paper as well as the OC Post magazine.
Buscaglia, who is fluent in Spanish, has a varied background. She’s had her own OC ad shop and worked at La Opinion in Los Angeles, Press-Telegram in Long Beach and Pioneer Press in St. Paul, Minn.
Anderson, who started at the Register as editor in 1980, said he’ll help show Buscaglia the ropes.
“I promised her I would not look over her shoulder but will be there to help her succeed,” he said.
More Freedom
Speaking of Freedom Orange County, the division also recently revamped its entertainment-related Web site for SqueezeOC magazine, a weekly pub that includes information on things to do in Orange County such as shopping and dining.
“The new look displays top stories, interactive features and upcoming events more prominently,” said Iris Yokoi, editor of SqueezeOC.com and SqueezeOC magazine.
The site also was changed to make it easier to navigate. There’s now a search bar powered by Google so people can search the Internet or find information just on SqueezeOC’s site.
Identity Crisis
Anaheim-based Identity Crisis is gearing up to do more work for Children’s Health Initiative of Orange County.
The OC marketing shop is set to work with the Brea-based group, which helps children get health and dental care, on branding.
Identity Crisis already has created a Web site and tradeshow materials for Children’s Health.
The shop will start off “by creating a consistent look and feel in all their materials,” said Tom Underhill, managing partner and cofounder of Identity Crisis.
Bits and Pieces:
The who’s who of Orange County’s public relations scene is expected to head to the 32nd Annual Protos awards ceremony on Friday aboard the Majestic boat in Newport Beach. Award categories range from community outreach campaigns and media relations programs, to communication collateral materials and multimedia presentations Orange Label Art + Advertising in Newport Beach just started a $1,000 annual scholarship fund for California State University, Fullerton, marketing students.
