Profiling the new pubs

Jay Levin's forthcoming RealTalk LA (and will try to "reinvent the concept of a city magazine and create the next evolution of the local online community," the founder of LA Weekly tells the L.A. Business Journal. The monthly print magazine and website "will target what he calls the 'non-European demographic' of Hispanic, Asian, African-American and Middle Eastern people."

Specifically, Levin plans to deliver advertisers a diverse segment of affluent, college-educated minorities in the 25- to 49-year-old age category. According to RealTalk research, the non-European demographic has about 700,000 households with incomes above $75,000 in Los Angeles.

Levin faces a challenge in appealing to such varied ethnic groups. Planned stories he mentioned include a profile of business leaders working to improve the economic status of their employees or involved in community development, and a series on the relationship between minority youth in poverty and the criminal justice system.

That’s a far cry from the edgy fare that filled the LA Weekly during Levin’s tenure, which included investigative pieces on Scientology and the onset of the AIDS crisis.

“The overt, politically declarative agenda of the Weekly is not part of our agenda,” Levin said. “We are not trying to be the alternative newsweekly.”

The RealTalk website will be organized geographically and will let visitors blog, chat or share video. The LABJ story also looks at The District, the weekly being launched by OC Weekly refugees and led by that paper's founder, Will Swaim. "This won’t be a knee-jerk lefty paper. I’m just looking for great stories and Long Beach has them in abundance," he says.

Jay Levin's magazine
New paper for Long Beach

More by Kevin Roderick:
Standing up to Harvey Weinstein
The Media
LA Times gets a top editor with nothing but questions
LA Observed Notes: Harvey Weinstein stripped bare
LA Observed Notes: Photos of the homeless, photos that found homes
Recent Magazines stories on LA Observed:
Mary Melton exits as Los Angeles Magazine sold
Media notes: Nikki Finke going to Harvard, local Ellies and more
Janice Min leaving THR, Matthew Belloni upped
Read the LA Times response to Los Angeles Magazine's piece
LA Magazine says editor Davan Maharaj is what's wrong with the LA Times*
Brian Lowry to CNN and more media notes
How TMZ and Harvey Levin get the dirt
LA's breast fixation and more greatest hits from Los Angeles Mag


LA Observed on Twitter