LA Times online feature 'The Envelope' mainly targets industry insiders

The Los Angeles Times launched its online entertainment feature The Envelope in November to cater mainly to the entertainment industry in Los Angeles, according to the site's executive producer Scott Robson.

"The LA Times decided it needed to do a better job of serving the entertainment industry here in Los Angeles," he explained. Robson, who was a founding editor and editor in chief at E! Online, said the second priority of the site was to appeal to dedicated entertainment fans. Lastly, Robson said the site is also trying to reach the casual entertainment fans who get interested right around the time of award shows.

According to Robson, what sets The Envelope apart from other entertainment sites is the focus. Robson said that other entertainment sites are primarily interested in covering awards from a red carpet standpoint whereas The Envelope is interested in who is winning, who is not and why.

"We're not trying to duplicate the things that the Hollywood Reporter or Variety do, ... we want to do what the LA Times does really well, which is broader in coverage in the entertainment business from a industry standpoint and consumer standpoint," Robson said.

The six people who contribute to the site are entertainment veterans who have worked for such publications as Rolling Stone and E! Online. According to Robson, the writers are well-connected people who know the town well.

The site covers the Academy Awards, Golden Globes, Grammys, SAG Awards, Independent Spirit Awards, Guild Awards and Critics Awards.

Since The Envelope is in its early stages, people who want to find news on MTV's Video Music Awards, BET Awards, or the Tony Awards will not be able to. Robson said that because of the lack of resources, the staff is not able to cover certain award shows; however, he said that by next year some of these award shows will be covered.

Blogs include Gold Derby, Oscar Beat and Styles and Scenes.

The Envelope also offers a searchable database of past winners, polls, forums, key event and award show dates and current box office information.

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