Though they still won't launch a gossip column – and they definitely won't if David Geffen gets his hands on things, as we risk his friends being trashed in his own pub – the Los Angeles Times is finally realizing just what city it lives in. That would be Los Angeles. You know, where they make moves and stuff.

Sure, there's marked poverty and problems with the public school system in L.A., but the glitz and glamour of bright lights and the good chance Colin Farrell might flash his bits gives the Tribune paper the perfect opportunity to steal from industry trades like the Hollywood Reporter and Variety. Apparently, there's a $50 million (that's it?) niche ad spending industry devoted entirely toward swaying the ballots of award-giver-outer voters — and the Times wants in. No wonder why they moved their Oscar race-chronicling Envelope column from online-only to print. And, surprise of all surprises, it might actually be doing something.

Editorially, the impact has been more noticeable, said Anne Thompson, deputy film editor at The Hollywood Reporter. "The Envelope" was the first to report the news that the Golden Globes had nominated Leonardo DiCaprio for best actor for his performance in "The Departed" even though Warner Brothers had lobbied for a supporting-actor nomination.

"Los Angeles is a company town," Ms. Thompson said, "and now they're treating entertainment the way a Detroit paper would cover cars."

Yep: without a gossip column.