Oakley E-Zine Aims to Burnish Brand, Add Exposure

DC Shoes Sponsors Supercross; KOCE Formally Claims Flagship Status; Screamin' for More

MEDIA & MARKETING

Foothill Ranch-based glasses and clothing company Oakley Inc. is trying its hand at a free quarterly electronic magazine to bolster its brand.

The first issue of One Icon - named for the address of Oakley's headquarters - featured snowboarder, skateboarder and Olympic medalist Shaun White.

The goal is to offer existing Oakley customers something new while getting the attention of sports fans who aren't as familiar with the brand.

The electronic magazine is set to highlight sports and athletes with ties to Oakley, part of Italy's Luxottica Group SPA. The magazine, produced by Oakley's sports marketing global media division, also includes feature art and entertainment stories.

"Oakley has relationships with some of the most iconic athletes across the globe and this allows us unprecedented access to share compelling stories about their accomplishments unlike any other brand." Oakley spokesperson Elishia Matta said.

Production costs are low with an electronic format offered through San Francisco-based Zinio LLC, which functions as an online newsstand for book and magazine publishers.

Articles have links that allow readers to see additional photos or videos.

One Icon was the creation of Oakley Sports Marketing media manager Matthew Murray as a means of "showcasing the brand's deeper stories in sports and entertainment," according to Matta.

She estimated that about 75,000 people saw the first issue.

DC Shoes Backs Supercross

Huntington Beach-based Quiksilver Inc.'s DC Shoes, which sells shoes and clothes inspired by skateboarding and snowboarding, has signed on to sponsor Monster Energy AMA Supercross, which kicks off Saturday at Angel Stadium of Anaheim.

DC signed a three-year deal to put its name on the championship series. This year's run will have 17 stops, ending with May finals in Las Vegas.

For DC, sponsorship of skateboarding, surfing, and motorcycle athletes or teams are key parts of its marketing strategy.

The latest deal marks the first time it has sponsored an AMA Supercross event.

"This consumer is one of the most loyal and enthusiastic in all of action sports," DC President Anton Nistle said.

In addition to having advertising at the series stops and its own sponsored riders, the shoemaker will lend its name to merchandise being sold at the events and some DC retailers.

KOCE Flag Is Up

It's official: KOCE-TV now is based in Costa Mesa and is serving as Southern California's flagship Public Broadcasting Service station.

The move comes with a new name - PBS SoCaI - and presents an opportunity for the once Orange County-centric station to reach a much larger audience.

It will keep the KOCE call letters and continue to serve the county in addition to Los Angeles, Riverside, San Bernardino and Ventura counties, along with the city of Santa Barbara.

Most of the station's programming will remain the same, with some notable changes.

Shows such as "Charlie Rose," which ran on KCET but couldn't be fit into the new programming lineup, are being bumped to air on partner stations KVCR-TV in San Bernardino or KLCS-TV in Los Angeles.

"Inside OC," hosted by Orange County Business Journal's Rick Reiff, will shift to a new primetime spot at 7:30 p.m. on Fridays starting this week. It also will run at a later time on Thursdays and a half hour earlier on Wednesday. The show will keep its 11:30 a.m. time slot on Sundays and will no longer air on Mondays.

"Real Orange" a news program hosted by Ed Arnold, will have new times, running at 5:30 p.m. and 1 1 :30 p.m. on weeknights.

PBS SoCaI recently relocated its business offices from Golden West College in Huntington Beach to Costa Mesa. Its studio will make the move once construction is done on the new building's lower level.

The new regional status for KOCE resulted from an earlier disagreement between former Southern California flagship PBS station. KCET-TV in Los Angeles, over the pricing of programs.

KCET-TV ultimately decided to end its 46year relationship with PBS and operate independently, a move that began on Saturday.

Screamin" Deals Makes a Deal

San Juan Capistrano-based Internet marketing company Screamin' Daily Deals Inc. acquired DeaIPerk.com in Irvine for an undisclosed price.

Both sites offer customers discounts on everything from salon services to clothing and restaurants at sometimes more than 50% off regular prices.

Subscribers for Screamin' Daily Deals receive daily e-mails alerting them about discounts. Deals also are posted on social media sites such as Facebook and Twitter.

For Screamin' Daily Deals, which mainly offers deals for Southern California businesses, the DealPerk.com buy means a larger sales and marketing team.

Screamin' Daily Deals President and cofounder Benson Kane also said the buy strengthened "our foothold in Orange County."

[Sidebar]

One Icon: electronic magazine highlights athletes, sports tied to Oakley