Tribune Interactive, a division of Tribune Company (NYSE: TRB), today announced plans to expand Metromix http://www.metromix.com, the leading local entertainment website in Chicago, across all of its newspaper markets. The award-winning service, also available in Orlando and Baltimore, is launching new sites this week in Los Angeles and New York City.
Metromix is a hip, dynamic site for young, socially active adults looking for the insider’s perspective on local trends and hotspots. Through a searchable database of up-to-the-minute entertainment listings, user-generated content and stimulating editorial coverage of the city’s newest restaurants, bars & clubs, events, music, TV and movies, Metromix gives users the tools, information, and insight to customize their social scene and effectively manage “life’s playlist.”
“Expanding Metromix supports our over-arching strategy to grow our interactive business in Tribune markets and beyond,” said Tim Landon, president of Tribune Interactive. “Our goal is to become a national brand with very engaged local audiences, offering advertisers a valuable opportunity to reach a highly desirable demographic in new, unconventional ways.”
Metromix has been a staple in Chicago’s entertainment scene for the past decade, capturing the highest online engagement among local entertainment guides, per comScore. The site has been recognized with numerous awards including the EPpy Award for Best Entertainment Site and the Digital Edge Award for Best Advertising Program.
“Metromix will fill a much needed role as the fun, clever and comprehensive local entertainment website as we expand into new markets,” said Kara Walsh, general manager of Metromix. “We’ll also have the benefit of the Los Angeles Times’, Newsday’s and amNewYork’s local resources in the new markets we’re entering this week, and those of our other newspapers as we expand further.”
Underpinning this expansion is a massive database that contains tens of thousands of local entertainment listings. In Chicago alone, the site’s searchable database highlights more than 45,000 reader reviews, 5,000 current events, and 20,000 destinations, including more than 10,000 restaurants, and 3,000 bars and clubs.
Key Metromix advertising categories span industry segments eager to capture the attention of active 18-to-34-year-olds with high disposable income, including movie studios, liquor, financial services, auto, telecom and fashion, as well as local restaurants, bars and clubs, music venues and retail. Metromix will help advertisers make a strong impact with customizable rich media solutions, integrated ad units and unique sponsorship opportunities.
To support Metromix’s expansion, Tribune Interactive has retained Leo Burnett, a global leader in advertising and brand services. Burnett will be responsible for Metromix’s digital marketing along with TV, print and cinema advertising. The agency’s first major execution will be a 30-second commercial for Metromix L.A. that will be shown in movie theaters across the city and on Tribune-owned KTLA-TV.
Experience the first new site, launched yesterday, by visiting Metromix L.A. at http://losangeles.metromix.com.