If the Los Angeles Times is Sam Zell's nerdy eldest daughter who never has a date and stays home watching Friends re-runs, then Metromix.com — the online city guide the paper launched last year — is its cooler younger sister who's already doing keg stands with her friends. How to tell? By the way they market themselves.

Here's how the Los Angeles Times is courting new readers, touting "convenience":

And here's Metromix, encouraging drinking and acting like a slut on the dance floor: