LA.com’s Insider Approach

Hoping to take advantage of the L.A. Times’ decision to restrict access to its city guide, LA.com‘s small team is building a media brand from scratch in LA.

And pray, why is it a good time for another city guide? Lynda Keeler, president of the new LA.com: “Los Angeles doesn’t have a Time Out magazine, and the alternative weeklies don’t have great Web sites,” she says. The Los Angeles Times does have a great arts & entertainment site, CalendarLive.com, but the newspaper has built a firewall around it, allowing free access only to 7-day print Times subscribers or to those who buy an online membership for $4.95 a month. Keeler’s group sees the Tribune Co.’s paid-content gamble as a huge opportunity.

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