LONG BEACH — The latest experiment in American journalism is a throwback: a new daily newspaper to compete against an established one in a big city.
The front page of Monday's debut edition of the Long Beach Register featured stories under the headlines "Welcome to your new local paper" and "A glimpse into Long Beach's future."
With the newspaper, the ambitious owners of the Orange County Register are expanding their bet that consumers will reward an investment in news inked on paper and delivered to their doorsteps — that their newspaper will be a big part of Long Beach's future.
The competition is the Long Beach Press-Telegram, founded more than a century ago.
As a result of the budding newspaper battle, this city of 468,000 is joining the likes of Chicago, Philadelphia and Boston as what has become a rarity in 21st century America — the two newspaper town. Never mind shrinking circulations and online news migration.
"We believe that a city with the size and vibrancy of Long Beach should be happy to support a great newspaper of the variety we want to provide," said Aaron Kushner, who since buying the Orange County Register a year ago with a partner has surprised industry watchers by expanding reporting staff and page counts. "If it is, we'll make healthy money. If it's not, that'll be unfortunate for everyone. But we believe we'll be successful."
By launching the Long Beach Register, Kushner, publisher of the Register and CEO of Freedom Communications, is taking his contrarian instincts outside Orange County.
Media business analyst Rick Edmonds said the last time he can recall a major U.S. city adding a new daily paper was around World War II, when Chicago got the Sun-Times and New York got Newsday. There have been scattered other instances in smaller cities, but since newspapers entered their recent troubles, the creation of a new rivalry is itself news. A brewing newspaper war in New Orleans between that city's Times-Picayune and a challenger based about 80 miles away in Baton Rouge, La., is the closest to what's unfolding in Long Beach.