Mediabistro is striking off in a new direction with media gossip blogs focused on New York, Los Angeles and Washington. Fishbowl LA launched officially today, written by Michael Sonnenschein, a TV writer who has not been a journalist and says in his introductory post:

This blog will explore the nexus between gossip and social analysis. For instance, I will be posting things like What Peter Bart Ate For Breakfast Today. But I will also be eavesdropping on people in Whole Foods, from which I will derive insights on how we live. In addition, there will be contests. You may win a T-shirt.

Meanwhile, if you know what Peter Bart ate for breakfast today, please email me. Because he doesn't take my calls. Thank you.

Today's posts link to the LAT story on the media coverage of the Michael Jackson trial and the Bernard Weinraub sign-off piece in the New York Times. Too soon to tell how the latest gossip-based L.A. blog established by an out-of-town startup will make its mark distinct from the others, but I say welcome and good luck. It does make you wonder though, where are the blog journalism entrepreneurs interested in shooting higher than gossip? (Via Franklin Avenue)

* How did I miss this: Sunday's NYT portrayed the new venture in terms of rivalry between Mediabistro and the Gawker-owned sites, including Defamer here. Mediabistro's editor over the new blogs is Elizabeth Spiers, the original writer of the flagship Gawker blog in New York.