The first print edition of the free culture weekly Metromix — "reverse-engineered" from the Times-run website of the same name, Ad Age says — hit the streets yesterday.

It will be distributed every Wednesday on local college campuses, in grocery stores and on racks throughout major Los Angeles neighborhoods. Its initial circulation is estimated at 100,000....

"We're hyper-local," said Deb Vankin, editor of Metromix Los Angeles. "I've been in the industry for about 10 years covering these things in Los Angeles. I sort of handpicked who I thought would be the experts.

Ad Age sees MetroMix competing with the LA Weekly.