Editorial: Are you an Encinitas advocate? We are!


Although some uninformed people think newspapers are fading, we here at UT Community Press are very excited to be launching The Encinitas Advocate for the Encinitas communities.

Look for us every Friday in your driveway and online daily at There are also news racks around town with free copies for people who work in Encinitas and visitors to pick up.

For several years, local businesses have encouraged us to extend our award-winning model of publishing hyper-local news that is home delivered to all residents. (We also publish the La Jolla Light, Del Mar Times, Rancho Santa Fe Review, Carmel Valley News, Solana Beach Sun, Poway News Chieftain, Rancho Bernardo News Journal and Ramona Sentinel.) The improving San Diego economy finally gave us the confidence to invest in a new community paper, and Encinitas and its environs were a natural choice.

In addition to bringing hometown news to your doorstep, you can expect from the Encinitas Advocate information about what’s happening at city hall and with city services, plus stories about your neighbors, kids, the organizations and establishments that make Encinitas unique — what’s new, what’s different, what’s familiar.

While we all share photos at the speed of light on Facebook, Instagram and Flickr there’s nothing quite like cutting out your kid’s picture from the newspaper and putting it up on the fridge or sending it to grandma. My mother did it for me, I did it for my kids and we hope you will do it for yours, too.

The Encinitas Advocate will also publish news about the arts, entertainment and dining further afield than Encinitas but the main news and features will be focused on your city, and include what’s happening in New and Old Encinitas, Cardiff-by-the-Sea, Leucadia and Olivenhain.

Politically, you can expect us to be middle of the road. We have a policy of not making endorsements in elections. We will cover the candidates, ask them the questions you want answered and later hold them accountable for what they promised, but we won’t tell you how to vote because you know your own mind and values.

I hope you get a chance to meet and welcome executive editor Lorine Wright ( and associate editor for Encinitas Jared Whitlock (, as well as the rest of our North Coastal news team — Karen Billing, Kristina Houck, Joe Tash, Marsha Sutton, Jon Clark and Rob and Sherry McKenzie.

Our multi-media account executives, led by chief revenue officer Don Parks, stand ready to assist area businesses in delivering their messages right to your home. The team includes: real estate advertising manager Colleen Gray and retail reps Ryan Dellinger, Dave Long and Michael Ratigan.

Please call me anytime to share your thoughts and comments at 858-459-4201. We look forward to advocating for Encinitas for many years to come.

Phyllis Pfeiffer, vice president and general manager.