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The problem has been a lack of consistency by publishers and a recession that just won’t let up, especially for the upscale retailers who sustain city books.
Now Buzz magazine is bidding to tap L.A.’s glossy journalistic vein. Last week it acquired the assets of L.A. Style, which faltered once editor Joie Davidow left and American Express soured on publishing. Buzz had its own money problems early on, but an injection of capital from Bangkok’s Manager Group has solved that.
The magazine increased frequency to 10 issues in 1992 and will go above 100,000 circulation with the L.A. Style deal. With the fashion/style emphasis of a former competitor brought to its own pages, Buzz publisher Susan Gates expects to have the right formula for L.A.
‘We’re poised to come out as a real strong player,’ she says.
Copyright Adweek L.P. (1993)
