metrotextual

The Los Angeles Times-affiliated Metromix Los Angeles newspaper, a free weekly tabloid, hit the streets today. The cover story is about "DJ Couples" and features a front photo of local hipster-spinners Dan Oh and Gina Turner. I guess it's telling that such a big launch would tune into DJ culture for its debut. The paper is part of a major effort on the part of the Times' owners to get young people -- often written off by larger, daily publications -- to read (and drive advertisers to them). In a launch that's the reverse of more traditional publications, Metromix started with a local website first, and then evolved into print.

With its quick, easy, breezy blurbs and listings, Metromix works online. The publication has folks on staff, particularly Scott Sterling (former editor of URB) and Alexandra Le Tellier (former editor at LA.com) who know their stuff -- they know what the kids who buy music and go to clubs are into. But by repurposing the content in the paper, the print product lacks weight. It almost feels like advertorial. I had to check the folios of each page to make sure I wasn't reading an advertisement. There's nary a sore or discriminating word. It's all good. On the other hand, its aimed at a hyper-mediated generation that is used to getting its information in marketing form. The language kids speak is the language of hype, and they have duly adjusted to the amplified level of salesmanship in media. They're able to translate hype-ese, so to speak. So, will they buy it, even if it's free? We'll see. Every launch is a gamble. The Times' owners have obviously put serious money and personnel into the effort. But when the publication started, the Times had different owners. The new head of the company, a man named Sam Zell, is said to be a no-bullshit kind of guy. I wonder what he's going to think when he sees that his company has launched a newspaper that competes with the Times' own, well-informed, similarly-marketed weekly entertainment tabloid, The Guide. I mean, is there room for one more alt-weekly like paper in this town? We'll be watching - and reading.