Los Angeles and Buzz magazines set key changes.

Los Angeles has become a city magazine graveyard -- six have perished over the last decade, leaving two alive, Los Angeles magazine and Buzz. Now both plan significant changes this fall in hopes of attracting more national advertisers to offset a dwindling local advertising base.

The recession is partly to blame for the high magazine mortality rate, and the bite taken out of Los Angeles magazine's normally healthy profits. Los Angeles magazine has been profitable since the early 1970s, but for the first six months of 1993 was experiencing a 13.5 percent drop in ad pages, according to industry statistics.

Publisher Geoff Miller said the year will still be profitable, but this is the magazine's most difficult period since the 1973 economic downturn.

Los Angeles magazine has been redesigned and the September issue will reflect a new logo, typographical changes and some minor editorial tinkering. The issue is, by far, the best of 1993 from an advertising standpoint, with 130 total pages, including a 16-page fashion spread by Bullock's department store, Miller said.

National advertising in the issue has doubled compared to the September 1992 issue in response to the redesign, which was greeted positively by the major advertising agencies in New York, he said.

"We have been around for three decades and one of the reasons is we keep it updated and fresh. Given the (negative) psychology in the city right now, we thought it was a good time to come out with an upbeat look," Miller said.

The magazine has an audited circulation of 166,000 readers.

Miller said he doesn't consider Buzz competition, claiming, "They seem to be thrashing around trying to find a format. They are still finding their identity."

Buzz executives disagreed, saying they have hit on a formula that is attracting many national advertisers. The formula is a blend of nationally known writers, local coverage and a heavy dose of fashion.

Ad pages for the first half of 1993 have rocketed ahead 80 percent, to 190 pages, according to the Media Industry Newsletter. Frequency increased in March, as Buzz went to a schedule of publishing 10 times a year. It published six issues in 1992.

Advertising rates for a full page, color ad have now gone beyond $9,000. The three-year-old magazine's circulation is not yet audited, but Publisher Susan Gates said total circulation is 102,000.

Circulation will be audited by the Audit Bureau of Circulation in the second half of this year. A profit is planned in 1994 according to Eden Collinsworth, Buzz Inc.'s chief executive.

Buzz's prospects have improved with the acquisition of L.A. Style, according to Gates. Buzz Inc. bought L.A. Style's logo and subscription list last February and has been trying to convert its readers to Buzz subscribers.

Buzz has incorporated the L.A. Style logo in its masthead and is pumping up its fashion coverage.

L.A. Style was primarily a fashion magazine and Buzz's management is seeking to use fashion to take readers and advertisers away from Los Angeles magazine, which has never been seen as strong in that area.

Annie Flanders, founding editor of Details, a New York fashion publication, is now working at Buzz as a full-time consultant. Her first 10-page fashion spread will be part of Buzz's October issue.

Both Buzz and Los Angeles magazine have deep-pockets owners, so the chances of them going the way of so many other glossy magazines is remote, at least in the short term.

Los Angeles magazine is owned by Capital Cities/ABC Inc. Cap Cities also owns the glossy fashion magazine W and Miller said there will be some sharing of editorial material early in 1994.

Buzz is backed by Thai press baron Sondhi Limthongkul, who has already made two sizable cash infusions into the magazine totaling more than $10 million.