• Ad Age, Thursday, February 14, 2008 11:15 AM

The Los Angeles Times, now under the ownership of Sam Zell, has rolled out a new stand-alone print weekly. And in an unusual against-the tide twist, the culture and nightlife focused free paper was spun from a Times Web site that launched last summer. The tabloid and the Web site are both called Metromix Los Angeles and are a push by the venerable broadsheet to reach young adults who rarely buy the morning newspaper.

The site at losangeles.metromix.com helped build the brand and has been kind of a continuous test issue for the print offering. The print edition of Metromix Los Angeles will be distributed Wednesdays on college campuses, grocery stores and neighborhood racks with an initial circulation of about 100,000. From a competitive perspective, it will be going up against L.A. Weekly, owned by Village Voice Media and it got the OK due to a belief that local expertise is a newspaper's best edge over digital media.

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