The LA Times, in an effort to hold on to those younger readers, younger being anyone born after the Kennedy assassination, revamps the Thursday Calender section. From John Montorio’s memo:
Thursday, we’ll raise the curtain on an exciting double feature, when we replace Weekend with two new sectionsâ€”a Calendar broadsheet devoted to the movies and a freshly imagined tabloid, The Guide, designed to help readers make the most of their recreational, cultural and entertainment choices.
Whee. We’re dizzy at the prospect. Betsey Sharkey gets two lieutenants in her campaign, who are cutely called a “power couple”:
Tim Swanson, Film Editor. Tim, a former editor at Premiere and writer at Portfolio, will directly oversee our movie coverage.
Gina McIntyre, Assistant Entertainment Editor. Gina, who most recently was an editor and writer at The Hollywood Reporter, joins us later this month. She’ll be helping to shape our TV, film and pop music coverage.
And the real reason for the two sections comes from Lynne Segall, LAT veep of entertainment and fashion advertising:
The Thursday broadsheet will now give the studios a broader canvas on which to market their films on the most crucial day to promote weekend movie-going
The Guide will also launch online in a beta version as early as mid-November. Ultimately replacing Calendar Live, the site will feature user-generated content, as well as content from an expanded staff, who’ll work more cheaply than those folks already in the building.