Metromix

Metromix was a local entertainment media brand created by the Chicago Tribune in 1996. Its original website, metromix.com, focused on helping young, socially active adults discover restaurants, bars, nightclubs, concerts, movies, events, and other activities in the Chicago metropolitan area. The service was positioned as an insider-oriented guide to the city rather than as a general newspaper entertainment section, with content intended for an audience commonly described as adults between 21 and 34 who had active social lives and meaningful discretionary spending. The brand developed at the intersection of local journalism, city guides, event discovery, and advertising. Its editorial and commercial model combined recommendations and listings with opportunities for local businesses to reach consumers planning nights out. Metromix received industry recognition, including an EPpy Award for Best Entertainment Site and a Digital Edge Award for Best Advertising Program, reflecting both its editorial format and its advertising products. A major expansion occurred in 2007, when Metromix became a joint venture involving the former Tribune Company and Gannett Company. Under this arrangement, the service expanded beyond Chicago and became available in more than 60 U.S. markets. The wider network provided local guides for restaurants, bars, clubs, events, concerts, and movies, while preserving the brand's city-by-city identity. In late 2009, Metromix added 27 sites intended to complete coverage of the 50 largest designated market areas in the United States. Market-specific web addresses, such as chicago.metromix.com, helped distinguish local editions within the larger network. Metromix also developed products beyond its core desktop website. These included mobile websites, an iPhone application, local print publications or sections, and Metromix Deals, a group of features designed to highlight discounts and specials for people planning leisure activities. In October 2010, the company introduced a section aggregating deals for each participating market. In Chicago, Metromix-branded content also appeared through RedEye, illustrating the brand's integration with Tribune-related print and digital properties. The national strategy ended in 2012 when Gannett and Tribune terminated their Metromix partnership. Following that change, the national network was discontinued and references to cities outside Chicago were removed. In 2014, Metromix was spun off with the Chicago Tribune as part of the newly formed Tribune Publishing group. The standalone website subsequently ceased operation. Former Metromix URLs were redirected to the Chicago Tribune's broader entertainment section, ending Metromix as an independent consumer-facing website. The brand is therefore best understood as a defunct local-media and digital entertainment-guide brand rather than as an active national service.

Metromix originated in 1996 as metromix.com, a Chicago Tribune website designed to provide a focused guide to entertainment and nightlife in the Chicago metropolitan area. Its subject matter included restaurants, bars, clubs, concerts, movies, and local events. The service targeted younger adults with active social calendars and presented itself as a practical, insider-style source for deciding where to go and what to do in the city. The brand's model combined local editorial content with commercial opportunities for advertisers. Its city-guide structure allowed businesses in hospitality, entertainment, and related categories to promote themselves alongside listings and recommendations. Metromix received an EPpy Award for Best Entertainment Site and a Digital Edge Award for Best Advertising Program, indicating recognition for both its online publishing and advertising approach. In 2007, Metromix became a joint venture involving Gannett Company and the former Tribune Company. This corporate arrangement supported a national expansion strategy. The Chicago service was joined by editions serving other designated market areas, and the network eventually covered more than 60 markets. Localized domains and pages, including the Chicago edition's use of chicago.metromix.com, gave each market its own identity while retaining the broader Metromix name. The expanded service maintained its core guides to dining, nightlife, events, concerts, and movies. It also broadened its distribution through mobile websites, an iPhone application, and print products or newspaper sections in some markets. In Chicago, Metromix-branded material appeared in RedEye. The company also introduced Metromix Deals, a set of features presenting discounts and specials to visitors using the site to organize nights out. A dedicated aggregation section for local deals was added in October 2010. The national expansion was not permanent. In 2012, Gannett and Tribune ended their Metromix partnership. Afterward, the brand no longer maintained a national network, and material relating to cities outside Chicago was removed. In 2014, Metromix was spun off with the Chicago Tribune as part of Tribune Publishing. The standalone website later disappeared, and visitors following former Metromix links were redirected to the Chicago Tribune's main entertainment coverage. This marked the end of Metromix as an independent operating website.

• 2014

  Spin-off and website closure

  [1]Metromixen.wikipedia.org

  Metromix is spun off with the Chicago Tribune into Tribune Publishing, and the standalone website later ceases operation.

• 2012

  National partnership ends

  [1]Metromixen.wikipedia.org

  Gannett and Tribune end their Metromix partnership, after which the brand's national network is discontinued and the service returns to a Chicago-centered focus.

• 2010

  Deals aggregation launched

  [1]Metromixen.wikipedia.org

  Metromix introduces a section aggregating local deals and specials for users in its markets.

• 2009

  Expansion to additional designated market areas

  [1]Metromixen.wikipedia.org

  Metromix launches 27 new local sites in late 2009, working toward coverage of the 50 largest U.S. designated market areas.

• 2007

  Joint-venture expansion

  [1]Metromixen.wikipedia.org

  Metromix becomes a joint venture involving the former Tribune Company and Gannett Company, creating the basis for expansion into additional U.S. markets.

• 1996

  Chicago launch

  [1]Metromixen.wikipedia.org

  The Chicago Tribune launches Metromix as a local entertainment and nightlife website serving the Chicago metropolitan area.

A city-focused entertainment and nightlife discovery service for socially active adults, combining local editorial recommendations, listings, advertising, and consumer deals.

• Digital entertainment guide · 1996

  Metromix.com

  The original Chicago-focused website launched by the Chicago Tribune in 1996. It provided local recommendations and listings for restaurants, bars, clubs, concerts, movies, and events, aimed at consumers looking for entertainment and nightlife options.

• Localized websites · 2007

  Metromix local-market network

  A network of city-specific Metromix editions created during the Gannett–Tribune expansion. At its peak, the service was available in more than 60 U.S. markets and used localized web addresses and market-specific content.

• Consumer deals

  Metromix Deals

  A set of website features presenting discounts, specials, and aggregated local deals. The offering was intended for visitors planning nights out and complemented Metromix's editorial guides and listings.

• Mobile media

  Metromix mobile products

  Metromix operated mobile websites and an iPhone application to extend its city guides and entertainment information to mobile users. These products supported the brand's local-discovery proposition beyond the desktop website.

• Print media

  Metromix print publications and sections

  In some markets, Metromix content also appeared in a branded print publication or as a section within another publication. In Chicago, the brand was associated with entertainment content in RedEye.

• 2014

  Spin off Metromix with Tribune PublishingM&A

  Background

  Following the end of the national partnership, Metromix was reorganized alongside the Chicago Tribune within the newly formed Tribune Publishing group.

  Action taken

  Metromix was spun off with the Chicago Tribune as part of Tribune Publishing.

  Aftermath

  The independent Metromix website ceased operation, and former links were redirected to the Chicago Tribune's entertainment section.

  Source

• 2012

  End the national Metromix partnershipStrategy

  Background

  The Gannett–Tribune arrangement supporting Metromix's multi-market presence was discontinued.

  Action taken

  Gannett and Tribune ended their partnership and removed the national-market references from the service.

  Aftermath

  Metromix ceased to have a national presence and returned to a Chicago-centered identity before its later spin-off and closure.

  Source

• 2010

  Introduce aggregated local dealsProduct launch

  Background

  Metromix users were already using the service to choose restaurants, nightlife, and other activities in their cities.

  Action taken

  Metromix launched a section aggregating deals and specials by market, building a commerce-oriented feature around local entertainment discovery.

  Aftermath

  The deals feature broadened the service from editorial guides and listings into discounts and promotional offers, although no later performance figures are provided.

  Source

• 2007

  Expand Metromix beyond Chicago through a Gannett–Tribune joint ventureStrategy

  Background

  Metromix had begun as a Chicago-focused entertainment website, but its local-guide format could be reproduced in other U.S. media markets.

  Action taken

  The former Tribune Company and Gannett Company placed Metromix into a joint-venture structure and expanded the service into additional designated market areas.

  Aftermath

  The network grew to more than 60 markets and became a national local-entertainment platform before the partnership ended in 2012.

  Source

• 2014

  Metromix is spun off with Tribune Publishing[1]Metromixen.wikipedia.org

  M&A · Bankruptcy

  Metromix was spun off with the Chicago Tribune as part of the new Tribune Publishing group. The standalone site subsequently ceased operation and its links were redirected to the Chicago Tribune entertainment section.

• 2012

  Tribune and Gannett end the Metromix partnership[1]Metromixen.wikipedia.org

  M&A

  The companies ended their Metromix partnership. The service lost its national presence and removed references to markets outside Chicago.

• 2010

  Metromix introduces a market-specific deals section[1]Metromixen.wikipedia.org

  Product launch · Pricing

  In October 2010, Metromix added a section aggregating deals and specials for users in its local markets, extending the service beyond listings and editorial recommendations.

• 2009

  Metromix expands toward the largest U.S. designated market areas[1]Metromixen.wikipedia.org

  Product launch

  The service launched 27 additional local sites in late 2009, extending its network toward coverage of the 50 largest designated market areas in the United States.

• 2007

  Metromix becomes a Tribune–Gannett joint venture[1]Metromixen.wikipedia.org

  M&A

  Metromix entered a joint-venture structure involving the former Tribune Company and Gannett Company, enabling the Chicago-origin entertainment guide to expand into additional U.S. markets.

1. 1Metromixen.wikipedia.org