Observer Releases Inaugural L.A. Power 25 List

The New York-centric publisher is going coast-to-coast.

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As it aims to broaden its scope outside New York, Observer is releasing its first L.A. Power 25 list this morning and is getting help from Ray Donovan. The Showtime drama returns for its third season Sunday along with Masters of Sex.

Liev Schreiber‘s fictional L.A. fixer will appear alongside the list of the city’s true power players, which will run online and in the magazine. “It aligns very well with the season three launch initiative of Ray Donovan,” said Matthew Talomie, Observer’s chief revenue officer. “We’ve integrated Ray into that.”

The inaugural list is part of Observer’s goal to become a more national online outlet, having dropped “New York” from the title. “We realized that 72 percent of our readers were outside the northeast,” said editor in chief Ken Kurson. “We realized that we had to provide them content that was relevant to their lives.” Kurson said the brand’s home base will remain in New York.

“We’re opening the aperture,” added Talomie.

In addition to publishing heavyweights Janice Min, co-president and COO of Guggenheim Media, and PMC CEO Jay Penske, the list includes:

• Shonda Rhimes
• Eli Broad
• Eric Garcetti
• Bryan Lourd
• Elon Musk
• Steven Spielberg
• Ellen DeGeneres
• Jeffrey Katzenberg
• Magic Johnson
• JJ Abrams
• Brad Pitt and Angelina Jolie