By: Joe Strupp Less than two years after changing the name of its Sunday magazine from the Los Angeles Times Magazine to West magazine, the newspaper is returning to the previous name this week with a special edition on home design.
The name change marks the second major alteration to the magazine this year, coming just a few months after it went from weekly publication to monthly publication in July.
"The name change reflects who we are, and where we?re taking the magazine as part of a year-long evolution," Consulting Editor Lennie LaGuire wrote in an editor's note that appears in the next issue. "You may already have noticed some of the changes. For one thing, we?re now a monthly magazine, and as such we?re able to offer a richer and more substantial report on the people, places, objects and ideas that matter in a changing Southern California."
When asked why the return to the former name occurred, Times Spokesman Stephan Pechdimaldji told E&P, "Basically, the change brings us back to our roots with a brand name that is familiar to readers as well as to advertisers."
The newspaper previously changed the Sunday magazine's name from Los Angeles Times Magazine to West magazine in January 2006, stating at the time it sought to create "a new Sunday magazine offering readers an eclectic, insightful and entertaining view of the many faces of California."
It also pointed out then that the West name "resurrects the title used by The Times for its Sunday magazine from the mid 1960s through the early 1970s."
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