by: Kim Christensen | Los Angeles Times

Early this year, Orange County Register executives approached officials at three local universities with an offer they couldn't resist — weekly, six-page sections packed with positive news about their schools.

For $275,000 apiece, UC Irvine, Cal State Fullerton and Chapman University were promised a half-page ad in each of 45 sections over the next year, along with feature stories, events coverage, personality profiles and other light fare produced by Register staffers.