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The Los Angeles Times is a daily newspaper published in Los Angeles, California and distributed throughout the western United States. It is the second-largest metropolitan newspaper in the country and the fourth-most widely distributed newspaper in the U.S. In addition to its print product, the Times also publishes a 24-hour news Web site at www.latimes.com.

Founded in 1881, the Times has won 38 Pulitzer Prizes through 2007; this includes four in editorial cartooning, and one each in spot news reporting for the 1965 Watts Riots and the 1992 Los Angeles riots. In 2004, the paper won five prizes, which is the third-most by any paper in one year. The Times has also won five gold Pulitzers for public service.

The paper considers itself to be located in ‘The Capital of Now’. It uses this as its current catch line reinforcing the main points about the LA demographic:

• It is a diverse, multicultural area of the US with a huge Hispanic and Asian population, as well as other foreign influences

• Its location is a global gateway because of it’s far western location in the US (known as the gateway to Asia)

• Angelinos are early adopters (especially concerning technology and are willing to try and incorporate even the newest of inventions into their daily lives)

• The LA area has elite automotive innovation

• Los Angeles is the entertainment capital of the world and a major influence in the fashion design world