By: Monday, March 5, 2001 Clip-and-Save Offered At Orange County Register
The world of clip-and-save has moved to some prime real estate in California's
fourth-largest newspaper. On Sunday, The Orange County Register was
scheduled to print its first daily coupon right on Page One. No ads have ever
appeared on the Register's front page in its 96-year history, and the
concept of a daily front-page coupon may be a new one anywhere.
Generally, the one-by-three-inch coupons will expire the day after they are
published, said Jim Ryan, vice president of advertising. "The intent is for it
to be a compelling offer for our readers to act on that day," he told
E&P. The first coupon offers $5 off a purchase of $25 or more at the
Smart & Final supermarket chain.
The front-page coupons, part of a major redesign for the Register (owned
by Freedom Communications Inc.), were inspired by reader focus groups who wanted
advertising that "would pop out at them," Ryan said. "What better visibility
could we have than the front page?"
Coupon advertisers must sign up for 13-week contracts. The first batch of
advertisers includes Firestone Tires, a local restaurant chain, and a grocery-
store chain. The Register joins a number of newspapers that have embraced
front-page ads, including USA Today, The Arizona Republic, and others in
the Gannett Co. Inc. chain.
Randy Dotinga is a free-lancer based in San Diego.
Copyright 2001, Editor & Publisher.
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