Los Angeles Times Relaunches Sunday Magazine

One Difference Between Old and New? Photoshop

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NEW YORK (AdAge.com) -- When the Los Angeles Times publishes the first issue of its new glossy monthly inside the Sunday paper Sept. 7, readers won't mistake it for the recently deceased Los Angeles Times Magazine.
The new monthly will be called LA.
The new monthly will be called LA.

The new monthly will be called LA, partly to stand apart from the old Times Magazine and its newsroom staff. And its production by magazine pros without newsroom ties, moreover, will show everywhere from the table of contents to its photos, said Valarie Anderson, its publisher as well as the paper's director-fashion advertising.

"You cannot Photoshop or alter photography at all if it comes from a newsroom," Ms. Anderson pointed out. LA will not be so constrained. "You know the magazine world," she said.

Nationwide trend
That distinction -- between a newspaper's magazine and a magazine's magazine -- lies at the heart of a growing strategy for newspapers all over the country. The Washington Post is planning a fall debut for a glossy called Fashion Washington; Rupert Murdoch's Wall Street Journal will introduce its own WSJ on Sept. 6. Everyone wants to follow the example set by T: The New York Times Style Magazine, which has seduced fashion and luxury advertisers with a softer focus and richer presentation.

Their efforts are particularly charged as traditional newspaper ad revenue falls. The declines have triggered budget cuts at most papers and, in Los Angeles, a shutdown for the old LA Times magazine, too.

The new magazine's first issue will have a gatefold cover, which wouldn't have been possible for the prior iteration, Ms. Anderson said. "We're pulling it off the traditional newspaper press and really treating this like a magazine," she said.

Editorial 'wall' stays in place
Despite its move out of the newsroom, the magazine will observe a wall between editorial and advertising operations, according to Ms. Anderson, who said it will follow guidelines from the American Society of Magazine Editors.

It isn't clear yet whether the new glossy will offer ad buys incorporating the newspaper. "We're investigating those packages right now," Ms. Anderson said. "That's to be somewhat continued."

Annie Gilbar, a former editor at InStyle and LA Style magazine, has been named editor in chief.
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