Santa Ana’s Excelsior newspaper wants to lure younger readers with its new bilingual entertainment section.
The Spanish-language paper, published by Freedom Orange County Information, a division of Freedom Communications Inc., said the section is called “Expresso.”
Julio Saenz, Excelsior’s editor and general manager, said Expresso targets “young, second-generation Hispanic readers” who are interested in Latin American culture but read and speak English as their dominant language.
The section, which is in a tabloid-format, includes information on celebrities, music, movies, TV, soap operas and gossip.
It “will better reflect the interests of this growing audience,” Saenz said.
The section also includes a calendar of local events.
Excelsior plans to bring in more advertising dollars through selling sponsorships of Podcasts on its Web site, in addition to selling standard print ads in the section. The Podcasts will focus on celebrity interviews and start next year.
To lure more young readers, the newspaper said it also is increasing its distribution at local high schools by 3,000.
Excelsior has made a series of moves this past year to update its image.
In August, the newspaper revamped its front page with a new design and logo that includes more images, color and headlines.
The paper celebrated its 15th anniversary this year.
Wait and See Mode
Irvine-based L & A; Marketing and Advertising Inc. is watching how things go in 2008 before adding to its staff.
President Elliot Light said business “has been slow over the past six months” since the bulk of the shop’s clients are in the homebuilding and financial services industries.
“We have not lost a lot of clients but the majority of our clients have drastically cut their marketing and advertising budgets,” Light said.
L & A; has 22 workers. The shop doesn’t plan on adding any new people “until business picks up,” Light said.
The shop has been going after work.
Light said efforts are focused on major retailers and manufacturers.
“We should be able to announce some new clients after the holidays,” Light said.
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Oswald: Paul Frank returning to Action Sports Retailer Expo |
Paul Frank at ASR
Costa Mesa-based Paul Frank Industries is going back to the Action Sports Retailer Expo, which is slated for Jan. 24 to 26 at the San Diego Convention Center.
The hip apparel maker wasn’t at the last show. But John Oswald, Paul Frank chief financial officer, said the brand will again have a booth.
“We are returning to ASR due to retailer requests,” Oswald said.
Paul Frank will be among a slew of Orange County surf and skate apparel makers debuting their latest garb.
San Juan Capistrano-based ASR draws thousands of buyers wanting to see their fashions.
The show is expected to have some 20 new brands and feature new lines from several companies, including Irvine-based O’Neill Clothing, which is coming out with shoes, and Huntington Beach-based Quiksilver Inc.
The surfwear maker is debuting a young women’s clothing collection.
Steve Tully, Quiksilver president, said the company wanted to show the line to its “loyal base of better surf and specialty retailers” at ASR.
The company also plans to sell the women’s clothes in some new stores and through distribution channels, he said.
ASR recently tweaked its show schedule to attract more buyers. It’s being held from Thursday to Saturday, instead of Friday to Sunday. The show also put its product directory online so exhibitors can update it frequently.
MKM Turns 20
Huntington Beach-based public relations firm MKM is getting ready to celebrate its 20th year in business in 2008.
The marketing shop, which handles big special events and product launches for many of OC’s action sports brands, recently revamped its Web site to promote its name.
During the years, MKM has handled more than 250 special events, including the U.S. Open of Surfing and Vans Triple Crown Series.
MKM’s clients include Irvine’s O’Neill Clothing, Costa Mesa-based Rip Curl USA and Irvine-based Lost Enterprises.
Having an Open Mind
Open Minds advertising shop just landed a new client.
The shop, which is owned by Irvine-based Rubin Postaer and Associates, was tapped by Quantum Optics to handle media planning and placement for three of its eyeglass brands, Anarchy, Angel and Gargoyles.
Lucy Wildman, brand manager at Quantum, said the company tapped Open Minds because it has experience working with action sports brands.
The shop also handles media placement for Lake Forest-based Sole Technology Inc.’s Etnies girls and & #233;S skateboard shoe brands.
“An advertising agency handling media for our brands would not have even been a consideration a few years ago,” Wildman said. “However, the market and consumers have become more sophisticated and that requires a more sophisticated approach.”
New campaigns are slated to launch in January.
