The Web once again shows it's strength and how if you can't update then you can't stay in the game. Daily Variety, Hollywood's 107 year old industry trade publication has been put up for sale. This comes after the trade newspaper has been losing out to its' competitors Deadline, the Wrap, and its' traditional competitor, the Hollywood Reporter. The Reporter had a relaunch in 2012 where it put daily news on its website and released a weekly magazine.
Daily Variety is still known around the world and this valuable asset makes it a "trophy brand," according to Ken Sonenclar, managing director at DeSilva & Phillips investment banking. The sale praice will probably be around $50 million but to survive the newspaper will not only have to get better managment but also revamp itself. Variety was one of the first newspapers to block its Web content to non-paying subscribers. Its' competitors, however, post much of the same news for free online. Daily Variety needs to be taken into the digital world. People can get the same news and the same information for free in an instant. They need to figure out what makes them different and how they can market that to customers.
The full article can be found at: http://www.latimes.com/business/ct-variety-sale-20120324,0,7980325.story
No comments:
Post a Comment