L.A. Times folds Brand X

Brand X, the Times' somewhat youthier culture and events publication, is ceasing publication with today's issue. "Brand X is a product we should all be proud of, and look to as an excellent example of LATMG trying new things," says the memo, citing the Los Angeles Times Media Group. "However, it did not find the right level of success." The website will shut down July 8. Staffers will "transition into similar roles elsewhere in the company," the memo said. The online masthead lists editorial director Dan Evans, editor Krista Simmons, associate editor Daniel Siegal, web editor Jamie Wetherbe, blog editor David Greenwald and photo editor Roger Wilson. Brand X had moved last year from the features staff of the Times to Times Community News, which puts out a series of local papers.

The announcement is accompanied by good news: The roster of local Times Community News papers is expanding to Pasadena, Laguna Niguel and Aliso Viejo (the latter two in Orange County.) Memo after the jump.

Colleagues: Having local, community-based reporting in the mix of news and information we deliver continues to be of great importance. As is our need to regularly assess our portfolio to ensure our editorial and advertiser solutions are connecting as intended. As a result, we are rolling out plans for Times Community News’ (TCN) second expansion of the year and ceasing publication of Brand X. TCN’s Glendale News-Press, Burbank Leader, La Cañada Valley Sun, Huntington Beach Independent, Daily Pilot, Coastline Pilot (Laguna Beach) and Sunday News-Press & Leader (Glendale, Burbank) have proven to be community news leaders and go-to marketing solutions for area advertisers. Together with The Times, they are providing in-depth local coverage across Southern California and greatly extending LATMG’s overall reach and depth. This is an area of growth and success we can celebrate. The Los Angeles Press Club recently honored The Times’ Jeff Gottlieb, Ruben Vives and Team Bell with its first-ever Public Service Award and TCN’s Editor Dan Evans received nominations in both the Journalist of the Year category for the Glendale News-Press and for his Burbank Leader column this week. It is clear; we are delivering on our commitment to being Southern California’s number one source for news and information. TCN’s expansion will bring its roster to nine titles, including the following additions: · Pasadena Sun: a new Friday publication featuring political, sports and public safety news debuting August 5th. · Sunday Valley Sun: a new publication combining La Cañada’s Valley Sun and the new Pasadena Sun to serve both communities with a Sunday edition beginning August 7th. · Coastline Pilot: currently serving Laguna Beach, it will expand its distribution and coverage to include Laguna Niguel and Aliso Viejo beginning Friday, August 12th. Brand X is a product we should all be proud of, and look to as an excellent example of LATMG trying new things. However, it did not find the right level of success. In order to invest our resources in areas of development, today’s print edition will be the last and thisisbrandx.com will shut down on July 8th. Our Brand X talent will transition into similar roles elsewhere in the company. These changes reflect our market leadership and entrepreneurial spirit.

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