'L.A. Times' Launches Print Version Of Metromix

By: E&P Staff Metromix, Tribune Co.'s localized nightlife and culture Web site, is going print in Los Angeles.

The Los Angeles Times Media Group Wednesday launched Metromix L.A., a weekly print edition of its Metromix L.A. Web site.

The Times group said it is distributing 100,000 copies of the free tabloid.

Metromix L.A. "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," the group said.

The idea of using print to promote a youth-oriented Web site is taking hold in other markets. In the Chicago suburbs, for instance, the Daily Herald earlier this month increased the distribution and heft of the weekly tab that reverse-publishes content from its Beep Web site.

"Metromix L.A. will distill what really matters to young Angelenos," Metromix L.A. Editor in Chief Deborah Vankin said in a statement. "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."

First created for the flagship Chicago Tribune, Tribune Co. has been rolling out the Metromix format at its dailies around the nation. Metromix L.A. was launched last summer.

The tabloid continually directs readers back to the Web site with features such as "teasers" of articles that are published in full only online, and excerpts from blogs on the site.

A regular feature will be an "Ask A Comic" column in which well-known comedians answer reader questions. Metromix L.A.'s first column is by Sarah Silverman.

"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," Rich Stepan, general manager for Metromix L.A., said in a statement.