Register takes back the A.M.

Todd Matthews at OC Weekly considers The Register's new marketing campaign to "Take Back the Morning."

Meanwhile, the Reg continues to hang a monster 250-square-foot banner from its five-story Santa Ana offices despite acknowledging in a Sept. 17 editorial that they were violating city ordinances. "All the Register wanted to do was encourage readers, and potential readers, driving by its headquarters on the I-5 freeway, to follow the admonition in its new advertising campaign and ‘Take Back the Morning,’" stated the unsigned editorial. "But this simple appeal, presented on a tasteful banner on the side of the Register building, was too much for the bureaucrats at City Hall."

He says that, in a bid to reach younger Orange County readers, the Register recently moved former L.A. Timeswoman Mayrav Saar "from pure news to a kind of Sex In the City column."