If you can't beat them, join them? The L.A. Times and the Register have been rivals for years, but now are jointly offering a new advertising supplement for Orange County called "Local Community Values." Despite the oddly ideological sounding name, it's just preprinted ads. Both sides talk nice:
"We're excited to enter into this program with the Register," said Tom Kelly, Los Angeles Times vice president for retail advertising. "Market-wide coverage is key for Orange County advertisers and this new Local Community Values program is the best way to reach every household in Orange County."
"We can now offer advertisers the best possible insert distribution solution to reach a high-quality consumer," said Keith Gilpin, director of Direct Mail Sales for Freedom Orange County Information. "It's a valuable way for advertisers to reach -- in one buy -- readers of both the Register and The Times during the key Thursday-Friday saturation delivery window."
Forty percent of Orange County households subscribe to one or both papers.