Brand X is the new weekly publication from the LA Times. Editors Dean Kuipers and Deborah Vankin introduce the new rag in a blog post:
So, what is Brand X? It’s trading next-generation ideas on lifestyle, tech, entertainment, food, events, volunteering, style and the outdoors. Brand X is a curated shot of shared intelligence about how we live now and how we want to live tomorrow – the next movements in social networking and the return of the kitchen garden; micro-philanthropy, and the breakthroughs in science and art that are helping Southern Californians evolve and thrive.
The new tabloid will take over the boxes currently occupied by Metromix. Metromix will cease publication, but the website will continue, and will be maintained by Brand X staff.