MarketInk: Post to Coast — NY Post plans a California tabloid

The New York Post newspaper, part of Rupert Murdoch’s News Corp. media empire, has announced plans to launch The California Post, a new, Los Angeles-based daily newspaper that is expected to mimic the screaming irreverent headlines, celebrity gossip and conservative political bent that is found in the Big Apple newspaper.

Publishing date for the new tabloid newspaper is planned for early 2026.

“The California Post will offer readers a unique and indispensable combination of fearless, common-sense journalism, celebrity and entertainment news, world class sports reporting and the legendary covers people expect from The New York Post, but from a distinctly Californian perspective,” a statement said.

“The California Post content will appear across multiple platforms and formats, including mobile and desktop sites, video, audio, social media and importantly, a daily print edition.”

According to the New York Post Media Group, the Post brand, influence and reach has never been stronger. It said 90% of NYPost.com digital readers live outside of the New York media market.

Also, Los Angeles is home to the second largest concentration of Post readers, with 3.5 million monthly unique visitors and 7.3 million across the state. In addition, The New York Post has achieved three consecutive years of profitability beginning in fiscal year 2022.

“California lacks a voice that will hold leaders to account as they attempt to tackle the most critical issues facing residents,” a NYPMG statement said. “Los Angeles is fast becoming a news desert, despite being home to nearly 1.3 monthly digital news readers. Thousands of stories are going untold and countless perspectives aren’t being represented by a media ecosystem that has lost touch with the people, especially as the city and state face unprecedented challenges and leadership vacuums.”

According to Robert Thomson, chief executive of Post corporate parent News Corp., “Los Angeles and California surely need a daily dose of The Post as an antidote to the jaundiced, jaded journalism that has sadly proliferated. We are at a pivotal moment for the city and the state, and there is no doubt that The Post will play a crucial role in engaging and enlightening readers, who are starved of serious reporting and puckish wit.”

The New York Post, regarded as the nation’s most popular tabloid, is known for its relentless and skewering approach to reporting, including large-font, memorable front-page headlines, such as the infamous “Headless Body in Topless Bar” in an April 1983 crime story about a decapitation of a woman at Herbie’s Bar in Queens, N.Y.

In recent years, the New York Post has become a player in national politics, including stories on “wokeness” and other culture-war pressure points.

“This is the next manifestation of our national brand,” said Keith Poole, editor-in-chief, The New York Post. “California is the most populous state in the country, and is the epicenter of entertainment, the AI revolution and advanced manufacturing, not to mention a sports powerhouse. Yet many stories are not being told, and many viewpoints are not being represented.

“With The California Post, we will bring a common-sense, issue-based approach to metropolitan journalism. We’ll tell the stories that our readers care about the most, but others overlook, and we’ll do so with clarity and our trademark conviction, across print, digital and the platforms where audiences live today.”

News Corp. veteran Nick Papps has been appointed editor-in-chief of The California Post. Papps has nearly two decades of editorial leadership, and has helped drive editorial and commercial success at multiple publications. Based in L.A., Papps has also served as News Corp. Australia’s West Coast correspondent for nearly three years. 

Founded in 1801 by Alexander Hamilton, The New York Post is the nation’s oldest continuously-published daily newspaper. Hamilton started the newspaper as a platform to defend his policies and criticize Thomas Jefferson and his allies. As the country’s first treasury secretary, Hamilton was an author of the Federalist Papers. He died in July 1804, the victim of a duel at the hands of the Vice President Aaron Burr.

`Let’s go loco,’ El Pollo Loco launches brand refresh

El Pollo Loco, a quick-service, fire-grilled chicken restaurant chain based in Costa Mesa, Calif. in Orange County, has launched a brand refresh that includes the hiring of a new creative agency and new advertising campaign.

The brand refresh coincides with the chain’s 50-year anniversary and is part of a three-year brand turnaround which began in March 2024 with the hiring of CEO Liz Williams.

The chain’s new creative agency, Huntington Beach-based Innocean USA, developed a new tagline, “Let’s go Loco,” and a 1:15 companywide brand video that covers the brand’s founding and encourages loyal customers who know the difference between “loco” and “crazy” to pursue their own “loco” passions.

Innocean USA was selected by El Pollo Loco earlier this year after a three-month competitive pitch process. Organic of San Francisco had served as El Pollo Loco’s previous agency since 2023, said advertising trade publication AdWeek.

 In 2024, Innocean USA also was part of SeaWorld’s 60-year anniversary campaign that was themed with “So Many Worlds to Love.”

El Pollo Loco said its new ad campaign highlights the new positioning and reinforces the brand’s commitment to quality through its fire-grilled chicken.

The campaign features 15-second videos that promote fresca salads and wraps and the double-chicken tostada.

An El Pollo Loco spokesperson told Times of San Diego, “All current and future ads will include the new brand refresh tone and language.”

The videos are airing on social media and digital channels, as well as broadcast TV in seven U.S. states where El Pollo Loco’s 495 company-owned and franchised restaurants operate, including California, Arizona, Colorado, Nevada, Texas, Utah and Louisiana. Nearly 80% of El Pollo Loco restaurants are based in California.

“The goal of this brand refresh is to ensure people know who we are, what we stand for and what they can expect from us before they even walk through the door of a restaurant,” said Jill Adams, El Pollo Loco’s chief marketing officer.

“We’ve been grilling citrus marinated chicken in our restaurants for the last 50 years, and we’re excited to share our dedication, or should I say ‘loco,’ with the world.”

The physical restaurants also are getting a refresh. In October 2024, El Pollo Loco unveiled a new restaurant prototype, showcasing an enduring and modern design. The new restaurant prototype retains brand elements, such as the fire stack gradient, logo and font, while introducing an updated color palette within a footprint of about 2,200 square feet. The interior includes furniture upgrades, LED lighting and energy-efficient kitchen hoods and HVAC.

“These enhancements establish a bold visual identity that reflects El Pollo Loco’s commitment to innovation and efficiency,” a statement said. “El Pollo Loco’s brand refresh is part of a broader strategy to strengthen its identity, keep pace with cultural trends, and increase awareness as it looks to continue its growth trajectory.”

El Pollo Loco outlets include 11 restaurants in the city of San Diego and other outlets in Carlsbad, Encinitas, Vista, San Marcos, Escondido, Lemon Grove, La Mesa, El Cajon, National City and Chula Vista. The chain plans to open at least 10 units this year, most of which will be outside of California, according to trade publication Restaurant Dive.

Padres’ Jackson Merrill partners with Mission Fed Credit Union 

Mission Federal Credit Union and San Diego Padres outfielder Jackson Merrill have agreed to a multi-year collaboration agreement that will include a financial education series featuring Merrill, autographed giveaways, initiatives benefiting the region’s youth and pet and animal welfare programs.

A statement said, “This collaboration is rooted in community well-being, as the duo teams up for financial success on and off the field to benefit the greater San Diego region.”

Earlier this year, Merrill signed a nine-year contract extension with the Padres that begins in 2026 and runs through the 2034 season. Merrill, the runner-up for 2024 National League Rookie of the Year, hit .292 with 24 home runs, 90 RBIs and 16 stolen bases in his inaugural season.

“I want to continue to be a part of giving back to the San Diego community,” said Merrill. “My values align with Mission Federal and I’m excited to work with them to make a positive impact.”

Mission Fed is currently an official sponsor of the Padres ballclub as part of a multi-year sponsorship deal.

“This is an exciting time for Mission Fed and our members. We feel this collaboration is built on both performance and integrity, and we wholeheartedly welcome Jackson Merrill to our Mission Fed family,” said Doug Wright, president and chief executive officer, Mission Fed.

“Creating hope and building success for San Diegans is what we do at Mission Fed. Jackson embodies that same spirit, and this partnership is a powerful way for us to achieve our shared vision.”

With more than 300,000 members, $6.5 billion in assets and 34 local branches, Mission Fed is the largest member-owned, not-for-profit financial institution exclusively serving San Diego County.  

Rick Griffin is a San Diego-based public relations and marketing consultant. His MarketInk column appears weekly on Mondays in Times of San Diego.