Effective with the Wednesday, September 17, 2003 issue, the LA Times Direct-Wrap (midweek edition) will be replaced with a new, redesigned, expanded product called the LA Local Community Values (LVC). Additionally, the LCV will expand from four to eight pages by adding a classified jacket inside that will contain individual pages for a Business & Professional Service Directory, Car Buying Guide and People in Real Estate. The LCV will contain editorial content starting on page one and will carry over onto page three, and will focus on food and health. The number of display ad positions will expand from four to five.

The main objective for the re-branding is to increase readership by offering a product that is more valuable to consumers through the creation of editorial content. By offering more value, LCV hopes to have a higher percentage of readers, thereby increasing advertisers' exposure and response.

Display Ad Sizes

• Front Page - ½ page - new size will be 9.5" x 5.75"
• Page 2 - Full-page ad, no ad size change
• Page 3 - (Cover of classified jacket) New ½ page ad, 9.5" x 5.75"
• Page 4 - no advertising, Car Buying Guide (Classified)
• Page 5 - no advertising, Business & Professional Service Directory
• Page 6 - no advertising, People In Real Estate (Classified)
• Page 7 - Full-page ad, no ad size change
• Page 8 - Back Page is a full-page ad, but has a new size, 9.5" x 9"