‘LAT’ Rolls Out Emmy Special Section

By: E&P Staff

In order to gain more entertainment advertising and push its entertainment blog, the Los Angeles Times published today a 16-page special tabloid on the Emmy Awards preview from the blog, The Envelope. The awards will be held on Aug. 27.

“This special section gives our newspaper readers a taste of what our online visitors already know — that the Envelope is the place to go for insightful and fun coverage of the television industry’s biggest night,” Joel Sappell, executive editor of the Los Angeles Times, said in a statement.

The tab features about five ads (four full pages, and one, one-third page) from the likes of Target, the movie Miami Vice, and an electronics store called The Star Club.

The content includes a couple of photo spreads from last year’s Emmy Award ceremony and a fashion layout, a scorecard, and some features about this year’s nomination crop, the Emmy’s playing second fiddle to the Oscars, and the threat of basic cable.

Today’s section follows a 20-page tabloid preview of the Academy Awards.

For the second quarter, the Tribune Co., the company of the Los Angeles Times, reported that national advertising was down 7% partially due to the softness in the movie (and entertainment) category. However, ad revenue at the paper grew 1% in Q2.

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