LAetcetera stumbles out of the starting gate

Share this content:

LAetcetera, the second weekend glossy planned as an insert for the Los Angeles Times, has suspended publication after only a month of printing.

The fashion and lifestyle magazine debuted May 10 and was direct mailed to approximately 480,000 Los Angeles Times readers who were not already receiving the newspaper's first weekend insert magazine, LA, Los Angeles Times Magazine. LAetcetera was also printed and mailed in the May 17th and May 24th Sunday LA Times, meeting its planned thrice-monthly printing schedule, before the decision was made to suspend it. The monthly LA will continue publishing.

An e-mailed statement from an LA Times spokesperson explained that the newspaper is, "suspending the magazine for the foreseeable future while we revise the overall LA planning calendar. The suspension follows LA, Los Angeles Times Magazine publisher, Penn Jones, leaving the company."

Fashion, culture and lifestyle magazine LAetcetera was conceived as an answer to advertiser demands for “a glossy magazine environment with greater frequency,” John O'Loughlin, EVP of targeted media and marketing for LA and LAetcetera, said earlier this month.

However, the declining print ad market seems to have taken its toll on the launch. LA saw ad revenue decrease 20.1% in the first quarter of 2009 compared to 2008. Overall, Sunday magazines measured by the PIB saw quarterly ad revenue drop 24% year over year.

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.

Sign up to our newsletters

Company of the Week

Since 1985, Melissa has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here