Herald-Tribune Disputes AAN's Story On The Closing Of Creative Loafing Sarasota

december 29, 2010  07:20 pm
Representatives of the Herald-Tribune Media Group and New York Times Company have contacted AAN to clarify the licensing agreement between their company and Creative Loafing, Inc.

Our story on Dec. 15 stated that the Sarasota Herald-Tribune had "acquired" the brand Creative Loafing Sarasota and would use the name on its local entertainment guide and soon-to-be-launched mobile app.

Company reps made clear that they are licensing the brand for one-year, and have not purchased it. Further, the forthcoming mobile app will not carry the Creative Loafing name, but will be branded under the name of their existing entertainment mag, Ticket.

It's not entirely clear how the Creative Loafing brand will be integrated into the Ticket publication, but in an email, the New York Times Co.'s director of public relations Abbe Serphos said, "the Creative Loafing Sarasota brand will be used in combination with Ticket in a street edition only, for the purpose of introducing a more comprehensive entertainment guide to Creative Loafing’s readers in Sarasota."

When asked whether the revamped Ticket would include editorial content beyond entertainment coverage -- specifically, political coverage -- Herald-Tribune director of marketing & customer engagement James Holmes told us that decisions about editorial content were still being made.

Another clarification: Creative Loafing, not the Herald-Tribune, shuttered the Sarasota alt-weekly and laid off six employees. The lede of the Dec. 15 story gave the inaccurate impression that the Herald-Tribune was responsible for taking those actions, and AAN sincerely regrets the mistake.