Magazine article Editor & Publisher

L.A. Times Juices Up Content in Battle for Orange County

Magazine article Editor & Publisher

L.A. Times Juices Up Content in Battle for Orange County

Article excerpt

In a bid to increase its circulation in Orange County, Calif., the Los Angeles Times jacked up its coverage of local and arts and entertainment news, the latest twist in its ongoing battle with The Orange County Register.

On Oct. 4, the Times started a daily so-called "supersection" in its Orange County edition, with the expanded features. The Times also added staff as it expanded its "Orange County Our Times," a neighborhood news section, to seven more communities, for a total of 19 sections.

Lennie La Guire, Orange County edition editor, said the new format repackages local news "as a way of addressing reader concerns that we don't have enough news about Orange County in the newspaper."

The move comes just two weeks after the Times announced it was expanding its coverage of the Inland Valley, a burgeoning suburb west of Los Angeles, and reflects the Times' overall strategy of trying to plump up circulation by deepening its coverage of community news.

"People in focus groups clearly understand the value, and the national and international scope of the Times is superior, but where we were coming up short is in local coverage," Times spokesman Mike Lange said, speaking generally about the newspaper.

Register Publisher N. Christian Anderson III said that while the Times remains a force to be reckoned with, the Register still beats the Times in Orange County news coverage. "We have much more local news than anyone else," he said. …

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