L.A. Style May Be Sold to Buzz Magazine Operators

American Express is expected to announce as early as today the sale of its trendy L.A. Style magazine to the operators of Buzz, another Los Angeles-based magazine.

Neither Buzz nor American Express would confirm the sale. A spokeswoman for Buzz would say only that the magazine plans an announcement this morning. Executives at L.A. Style did not return calls.

It is unknown whether the monthly L.A. Style will continue publishing in the wake of the sale. Magazines typically are most interested in subscription lists when they buy competitors, and frequently fold acquisitions into existing publications. Buzz’s circulation is about 75,000. L.A. Style’s was listed at 50,000 as of 1991, according to the Standard Periodical Directory.

American Express bought L.A. Style in 1988 from L.A. Weekly, and has aggressively used contests to pitch the magazine to its cardholders. The financial services giant in December disclosed that it has been considering offers for the magazine.

L.A. Style is believed to have had a rough time financially, compounded by Southern California’s lingering economic problems.

Buzz, which publishes 10 times a year, got off to a shaky start itself, suspending publication in early 1991 after only three issues when one of its major investors pulled out. Buzz was later revived by Thai media mogul Sondhi Limthongkul, now the magazine’s majority shareholder, who agreed to invest $4.5 million in the magazine over three years.

As with most magazine publishers, American Express has been hit hard by an industrywide slump that began in 1990 and only recently has shown some signs of easing.