LA Times to launch second glossy magazine

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The Los Angeles Times is launching a new weekend magazine insert, LAetcetera, on Sunday, May 10.

LAetcetera will be produced by the same independent editorial team that helms the LA Times' monthly Sunday glossy, LA. The new magazine will be distributed quasi-weekly — three times a month — to 480,000 targeted subscribers who do not already receive LA. LA, which also is targeted to a certain subset of LA Times readers, will remain a monthly.

“In essence, we're creating 'more' of LA and are excited to bring our readers the timely pop culture, shopping, fashion, and home features a weekly magazine allows,” Annie Gilbar, the magazine's editor-in-chief, said in a statement.

An LA Times spokesperson could not say how or why certain readers were targeted to receive LA and LAetcetera, but the content — fashion, lifestyle and the LA “scene” — suggests a higher-income reader. John O'Loughlin, EVP of targeted media and marketing for LA and LAetcetera, made no bones about the ad opportunities the new magazine creates.

LAetcetera is designed for clients looking for a glossy magazine environment with greater frequency,” he said in a statement. “Our LA publications can be combined to strategically provide full-market reach to The Times premium demographic subscriber base or harnessed separately to target coverage.”

The LA Times serves the Los Angeles metropolitan area, Orange, Ventura, Riverside and San Bernardino counties and the San Fernando Valley with its five regional editions. The newspaper has a total average paid circulation of 1,055,076 — a majority of which is subscription-based.

Both LA and LAetcetera will have a Web presence on LATimes.com/magazine, which will be updated more frequently with the launch of the weekly spinoff. According to Omniture SiteCatalyst, the LA Times home page had 21,286,961 total unique users in September 2008.

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