• Folio, Monday, May 11, 2009 9:34 AM

The Los Angeles Times is bucking the trend of cutting back print efforts by launching a weekly spinoff magazine, LAetcetera in yesterday's edition of the newspaper.

LAetcetera has a controlled circulation of roughly 480,000 and is being distributed three times per month to newspaper subscribers who don't already receive the monthly publication: LA, Los Angeles Times Magazine. The new magazine seeks to bring readers timely pop culture, shopping, fashion, and home coverage.

The launch comes at a difficult time for newspaper magazines. Ad pages at LA, Los Angeles Times Magazinewere down 19.4% through the first quarter, according to PIB. The New York Times Sunday magazine saw pages plunge 41.1%.

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