L.A. Times Starts Its Own Style Section, 'Image'

Four-Color Section First Appears Monthly, Goes Weekly in Fall

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NEW YORK (AdAge.com) -- The Los Angeles Times introduced a four-color fashion, beauty, shopping and style section called "Image" on Sunday, betting there is room left to grow in the newspaper business. With the addition of "Image" -- and a few hires to support it -- the paper is also acting on the growing consensus that newspapers' best opportunities revolve around their local expertise and relationships.
Louis Vuitton, Ralph Lauren and Target will all advertise in the L.A. Times' new style section.
Louis Vuitton, Ralph Lauren and Target will all advertise in the L.A. Times' new style section.

"From where I sit, there's clearly an opening in a couple of ways," said Dave Murphy, exec VP-general manager, The Los Angeles Times, which is part of Tribune Co. "One is, Los Angeles is so big -- how do you go from East L.A. to the red carpet, heck, out to Palm Springs and the desert? OK, you can look at some of the regional books, but who has the scope and the scale and goes to Milan and covers fashion all over the world and also has a connection with the human beings who actually live in this sprawling place?"

Vuitton, Lauren, Target
The Times already covered fashion, beauty and so on, but advertisers increasingly told the paper that they wanted an all-inclusive environment, Mr. Murphy said. Early adopters of the section include Louis Vuitton, Ralph Lauren and Target.

Advertisers and readers also require a web component, so there's a web companion for the section at latimes.com/image. The print edition of "Image" will go from its monthly startup schedule to weekly distribution in September.
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