The Los Angeles Times is set to launch a free weekly aimed at young-adult Angelinos. Together with its partner site of the same title, Metromix Los Angeles, the duo hopes to attract a demographic previously untapped by the publication.

The print weekly will feature the same culture and nightlife coverage as its inspiration website, losangeles.metromix.com. With the print version arising from its online predecessor, the Metromix Los Angeles model illustrates how online concepts are growing increasingly influential in the print world.

Metromix Los Angeles will be distributed every Wednesday on local college campuses, in grocery stores and on racks throughout major Los Angeles neighborhoods. Initial circulation will set at approximately 100,000.

The new weekly will go up against L.A. Weekly, Village Voice Media’s already well-entrenched tabloid.
"We're hyper-local," Deb Vankin, editor of Metromix Los Angeles, told adage.com. "I've been in the industry for about 10 years covering these things in Los Angeles. I sort of handpicked who I thought would be the experts.

"I can say with certainty that we're in an age when the media landscape is saturated," Vankin added. "They want not everything at once but someone to curate it for them. What's great about Metromix is our print edition offers that, and if you want more, you can jump on the website."

Vankin’s vision illustrates the rising trend to integrate print and online news sources to create a streamlined product for multimedia-hungry consumers. Metromix Los Angeles shows that even hyper-local publications are incorporating multimedia strategies.

Source: adage.com through I WANT MEDIA