The Los Angeles Times is bucking the downward trend in the hurting newspaper industry by launching a weekly spin-off magazine, LAetcetera. It is set to debut in the Sunday, May 10, edition of the newspaper.

LAetcetera will have a controlled circulation of roughly 480,000 and be distributed three times per month to newspaper subscribers who don’t already receive the group’s monthly publication: LA, Los Angeles Times Magazine [1].

According to editor-in-chief Annie Gilbar, LAetcetera “continues the celebration of our region’s nuances and style, with the same excellent storytelling and superb photography. In essence, we’re creating ‘more’ of L.A. and are excited to bring our readers the timely pop culture, shopping, fashion, and home features a weekly magazine allows.”

The launch comes at a difficult time for newspaper magazines. Ad pages at the L.A. Times’ Los Angeles Times Magazine were down 19.4 percent through the first quarter, according to [2]Publishers Information Bureau figures. The New York Times [3] Sunday magazine saw pages plunge 41.1 percent. The New York Times and the Boston Globe recently folded their respective sports magazines.