Three Southern California dailies form ad network p.

By: M.L. Stein

Goal is to attract national advertising sp.

THREE OF SOUTHERN California's largest newspapers have formed a network to attract national advertisers and their agencies in what is promised as the beginning of a series of such combinations.
Launched Sept. 1, the Southern California Newspaper Network joins the San Diego Union-Tribune, Orange County Register and Los Angeles Daily News, which have a reported combined adult readership of 2,580,000 daily and 3,057,000 Sunday, ranking the network third nationally in total readership.
SCNN is the first of several newspaper networks to be formed in the West and Southwest by Western Newspaper Networks Inc., according to its president, Howard Grothe, former Register vice president for marketing.
Grothe said the networks will be made up of metropolitan papers with circulation of 200,000 or more.
"We expect that the success of the program will ultimately help all newspapers," he added.
SCNN is an outgrowth of a Register-Daily News network that began in March 1993. News publisher David Augur termed that alliance "highly successful" and predicted the new arrangement will be even stronger.
"This network will give national advertisers and their agencies the opportunity to buy advertising in a very large and affluent readership market with the convenience of one order and one bill," said Register general manager John Schueler.
"Networking is the wave of the future," observed Mack Quintana, director of sales and marketing for the Union-Tribune. "We consider it a highly effective way to benefit both advertisers and newspapers and are excited about the possibility it affords us to serve our customers."