House ads the past couple of weeks have revealed that the new magazine will indeed carry the old Los Angeles Times Magazine label, despite complaints from the paper's top editors that readers might be tricked into thinking it's an editorial product as opposed to the fluffy advertising vehicle promised in the presentation to advertisers. Publisher Eddy Hartenstein does a little cheerleading for the new mag, also called LA, in an email to the staff sent last night:

From: Hartenstein, Eddy
Sent: Thursday, September 04, 2008 6:34 PM
Subject: Debut of LA

Colleagues,

This weekend we are set to debut LA, the new Los Angeles Times Magazine. Editor-in-Chief Annie Gilbar has assembled a team of award-winning writers, editors, photographers, contributors, and designers who have created a magazine that celebrates all the wonder and diversity of Los Angeles. Each issue will bring readers a vast assortment of personal stories and perspectives, including pieces from some of the city’s most notable figures, ranging from city councilmen and activists to comedy writers and chefs. LA will offer a unique perspective on topics that are important to our readers and advertisers, including luxury travel, home, design, fashion, food and restaurants, wine and spirits, health, and sports. It will reflect the major exports of the city—including the glamour of Hollywood and the fashion, culture, and style of Los Angeles. With stunning original photography and candid and passionate writing, LA will be unlike anything you’ve ever seen us produce here at The Times. If it’s happening in this city, it will be in the pages of LA.

The magazine’s inaugural issue, Fall Fashion and Style—boasting 144 pages and printed on heavier cover stock—will top this Sunday’s paper for our home delivery subscribers. The October issue will focus on design, home, and entertaining, while our November/December issue will kick off the holiday selling season with a gift guide highlighting stylish ways to celebrate. And, to help us better compete in the magazine world, all issues will be printed on a magazine press that will enable gatefolds, inserts, poly bags, and other enhancements considered to be industry standards within the magazine business.

LA is an exciting new addition to the Los Angeles Times Media Group portfolio. I encourage you to spend some time with it on Sunday. I’m sure you’ll be as pleased and proud as I am with what you see.

eddy

Uh, I can hear you all snickering about this line: "If it’s happening in this city, it will be in the pages of LA." Chalk it up to naivete, pitchman hype, or a sign that Hartenstein's tenure won't be known for its candor? You decide.