Register Rebrands Feature-Driven iPad App As ‘OC Register The Peel’

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By: OC Register

SANTA ANA, CALIF. – Nov. 17, 2011 – Orange County Register Communications today reintroduced its current iPad application under a new name, OCRegister The Peel. The move is part of a larger strategy to further differentiate the feature-driven app from traditional news apps, delivering a more robust interactive experience. Each issue includes at least one feature that leverages touchscreen capabilities and engages the reader and resembles a TV-meets-magazine experience, said Doug Bennett, president of Interactive at Freedom Communications.

“When we launched the iPad app six months ago, our goal was to create an original and uniquely entertaining experience that’s suited specifically for tablet users,” Bennett said. “We believe the next step in the evolution of the app is to create a standalone identity as OCRegister The Peel, to call it out as its own progressive news and entertainment vehicle that appeals to the growing number of iPad owners.”

Bennett said the delivery of OCRegister The Peel at 6 p.m. Monday through Saturday aligns with peak iPad-usage times, and is designed to reach people who are looking for a relaxing, entertaining and interactive summary of the day’s events. The audience target is a tablet user between the ages of 25 to 45 interested in a carefully selected, curated collection of local events, entertainment and must-read news.

“Since developing the initial concept a year ago and its launch in April, the news team has worked closely and collaboratively with the tablet team to create an application that is unique,” said Ken Brusic, editor of the Register. “We’re continually evolving and experimenting with how we plan and package our news and information, and the fact that the audience is growing is a testament to the creativity and innovative spirit of the news staff.”

OCRegister The Peel includes a collection of “news of the day” items organized into six categories – News, Sports, Business, Trending, Things to Do, and a Photo/Video Gallery. The app showcases one feature ‘experience’ per day as a multimedia-rich story. The daily package includes a highly designed mix of video, photo slideshows, audio, information graphics, relevant content and real-time data. The latest weather and breaking news are fed into the top right corner of the app 24 hours a day, seven days a week.

As part of an overall expansion of tablet apps, a second application, The Orange County Register News Edition, will launch later this month. It will specifically serve as a breaking news app and feed the headlines through an RSS reader. It will also available as a free download through the App Store on iTunes.

OCRegister The Peel leverages interactive touchscreen capabilities unique to the iPad, which allows users to flip through categories and individual articles quickly and easily from a main homepage, expand photo galleries into sharp full-page images and view broadcast-quality videos. Each edition may automatically be stored within the app for reading later.

OCRegister The Peel is available for download on a free-trial basis for a limited time directly through the App Store on iTunes or ocregister.com/ipad. Those who have already downloaded the app under its original Register name will receive a prompt to update the app, which will then include the new name. 

Bennett said one or both apps will move to a weekly or yearly subscription model once a specific audience-trial target is met.

Orange County Register Communications is introducing a promotional campaign for OCRegister The Peel iPad app that will include a social media outreach, digital banners and traditional media buys. New Facebook and Twitter pages for OCRegister The Peel are now live to gather feedback and share latest news at Facebook.com/ocrthepeel and Twitter.com/ocrthepeel.


About Orange County Register Communications / Freedom Communications, Inc.  

Freedom Communications, headquartered in Irvine, Calif., is a national privately owned information and entertainment company of print publications, broadcast television stations and interactive businesses. The company’s print portfolio includes more than 100 publications, including 27 daily newspapers, weekly newspapers, magazines and other specialty publications. The broadcast stations – five CBS, two ABC network affiliates and one CW affiliate – reach more than 3 million households across the country. Freedom’s news, information and entertainment websites and mobile applications complement its print and broadcast properties.

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