Tribune Plans to Roll Out Metromix Entertainment Sites at All Papers

By: E&P Staff

Tribune Co. said Tuesday it will roll out Metromix, the local entertainment Web site that began in Chicago, to all its newspapers.

The announcement came as it launched Metromix at the Los Angeles Times, and said it would have a site in New York City up and running this week.

Metromix was already available in Orlando and Baltimore.

“Expanding Metromix supports our over-arching strategy to grow our interactive business in Tribune markets and beyond,” Tim Landon, president of Tribune Interactive, said in a statement. “Our goal is to become a national brand with very engaged local audiences, offering advertisers a valuable opportunity to reach a highly desirable demographic in new, unconventional ways.”

Metromix is aimed at young, “socially active” adults with a searchable database of entertainment listings, and user and staff comments on the city’s restaurants, bars, clubs, music, movies and other events.

In Chicago, the site’s searchable database includes more than 45,000 reader reviews, 5,000 current events, and 20,000 destinations, including more than 10,000 restaurants, and 3,000 bars and clubs, Tribune said.

Metromix, which launched in Chicago a decade ago, has the highest online engagement among local, according to Tribune Interactive, which cites comScore. The site’s award include the EPpy Award for Best Entertainment Site and the Digital Edge Award for Best Advertising Program.

“Metromix will fill a much needed role as the fun, clever and comprehensive local entertainment website as we expand into new markets,” Metromix General Manager Kara Walsh said in a statement. “We’ll also have the benefit of the Los Angeles Times’, Newsday’s and amNewYork’s local resources in the new markets we’re entering this week, and those of our other newspapers as we expand further.”

To advertise and promote Metromix’s expansion, Tribune Interactive has retained Leo Burnett. The agency will be responsible for digital marketing along with TV, print and cinema advertising.

The agency has produced a 30-second commercial for Metromix LA that will be shown in movie theaters across the city and on Tribune-owned KTLA-TV.

Metromix LA Editor Deborah Vankin said the site will have a “a distinctly LA-centric point-of-view from a staff that includes the area’s top tastemakers and leading experts.”

The database now has about 7,000 listings for restaurants, bars and clubs, she said. “We have an incredible team of writers-editors who not only know the scene, but are very much of it and will provide true insider coverage — on everything from underground art events to off-the-radar sample sales to how best to get past the ubiquitous velvet rope,” she said in a statement.

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