To the casual observer, West Hollywood might seem like a perfect fit for the Patch model. The area’s affluent residents consistently support local businesses-events and are acutely interested in “hyper-local” coverage of their community.

But there’s also a general weariness of the media outsider, something the AOL venture has painfully confronted. Compounding matters is the fact that West Hollywood Patch has so far had four different local editors. When “guest editor” James Mills most recently stepped down, he was replaced by the unusual tandem of Beverly Hills Patch LE Mary Cunningham and Patch local area associate editor Brantley Watson.

Now comes a new version of Patch, so to speak – WEHOville. Launched over the weekend, the site has a crisper design and, based on the editorial-sales staff hires by West Hollywood-residing publisher Henry Scott, some fluid short-term financing. But already, there have been hiccups.

Contentious reader comments seem to be disappearing with a little too much frequency, including at least one left in response to a Hillel Aron-contributed piece about former United Methodist Church pastor Scott Imler.* That particular article also boasts a misleading, sensational headline: “The Church vs. the Pothead Pastor.”

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