Newspaper & Mailroom
Metromix L.A. Hits Newsstands
Thursday 14. February 2008 - New Free Weekly Debuts For LA's Young Crowd
The Los Angeles Times Media Group today launched a print edition of Metromix L.A., a local events, culture and nightlife tabloid written for Angelenos by Angelenos as a weekly companion to its popular Web site. Bringing its online presence to print, the free weekly offers the latest in pop-culture, trends and hot spots — on-the-scene news from the city’s most progressive editorial taste-makers and influencers. The expanded offering follows other successful reverse publishing initiatives from the Los Angeles Times Media Group and marks the first stand-alone publication tailored exclusively to hip and young urbanites in the L.A. market by the company.
“Metromix L.A. will distill what really matters to young Angelenos,” said Deborah Vankin, editor-in-chief of Metromix L.A. “Our local content team is beyond in-the-know, so we’re able to connect the heartbeat of the city’s happenings to the crowd that wants to be out and about with a fresh, modern and relevant take on local arts, pop-culture, food, style and events each week.”
Together with its online counterpart introduced last summer, Metromix L.A. promises to be a handy must-read for those who need to be in the know. The print edition combines a hip and dynamic look at the city’s hottest new restaurants, bars and clubs, events, music, movies, TV and style scenes with jump-urls to the pub’s comprehensive and enhanced online coverage. Giving consumers a broad-range of utility, the new tabloid will complement the site through such editorial features as: excerpted “teasers” in print with full- length articles online; “blog-bits,” a weekly column directing readers to expanded blog entries and comments online; “best of” print calendars spotlighting featured events with complete online listings; weekly results from online polls; and puzzles featuring interactive submission from users.
And, beginning with comedic-actress Sarah Silverman in the premiere issue, the print version will feature the recurring “Ask A Comic,” column in which celebrity comedians will be invited help answer questions and problems submitted by readers online.
“Building on the success of Metromix L.A. online, this expansion in print underscores our commitment in providing additional media choices for Southern California’s diverse population,” said Rich Stepan, general manager for Metromix L.A. “More importantly, we’re servicing the needs and wants of a young and active audience with compelling and useful content while providing advertisers a unique platform in reaching an elusive demographic with disposable income and tremendous purchasing power.”
With an initial circulation of 100,000 copies, Metromix L.A. will be distributed without a cost every Wednesday on local college campuses and in grocery stores and racks throughout major Los Angeles neighborhoods, including Los Angeles Metro, Westside and South Bay communities.