There goes the neighborhood: LA Times’ Brand X says goodbye

Yet another news publication has bitten the dust.

Its not quite the headline-breaker like Rupert Murdoch‘s recent folding of the News of the World, the 168-year-old British tabloid that has received allegations for hacking into the cellphone of a murdered schoolgirl.

But, the free, LA Times-owned, weekly arts, entertainment and culture magazine known as Brand X has been a staple in the Los Angeles youth scene for a few years.

And by youth, I mean the twentysomething hipster population that has taken over spots like Silver Lake, Echo Park, Eagle Rock and West Hollywood.

Its strongpoints, at least to me, were extensive reporting on the rising Los Angeles craft beer movement and its coverage of the indie music scene.

There is, however, a silver lining. The Los Angeles Times Media Group also announced in a memo that it will be expanding its roster of community newspapers.

I interned at Brand X (formerly thisisbrandx.com, the site was taken down July 8th) when it was still Metromix Los Angeles (formerly la.metromix.com, folded into the Times, then morphed into Brand X). This was back in 2009 and was my first of three journalism internships after college.

I was really going to miss the weekly tabloid, as I’m moving (back) to the Bay Area in a few days.

But now, everyone will miss this fun and edgy guide to what’s what, who’s who and what’s happening in LA.

I’m sure it was only a matter of time.

Best of luck to Deb Vankin, Alexandra Le Tellier and the rest of the staff with their new roles at the Times.

More information check out LA Observed‘s coverage.

One of my first non school-related publications was on Metromix.com in 2009. The short blog contribution is below:

Published on Metromix.com in 2009.

3 thoughts on “There goes the neighborhood: LA Times’ Brand X says goodbye

  1. Interesting! I didn’t know about this until I tried looking up some downtown bars on Brand X.

    And good luck on your move to the Bay Area! I’m sure good things await!

  2. It was mostly a “meh” regurgitation of press releases with a douche-y twist. I can’t believe L.A. Times wasted money on it when they couldn’t really compete with L.A. Weekly.

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