Variety.Com Unveils Comprehensive Redesign
Los Angeles, March 1, 2013—Variety.com has officially launched, providing free access to all of its content. The site will focus on breaking news and in-depth analysis, and in the coming months, a growing emphasis on video content and interactive user experience.
“We’re glad that the digital evolution of Variety is finally here,” said Jay Penske, chairman and CEO of Penske Media Corporation, parent company of Variety. “We’re confident that the responsive design of the new site, along with our investment in technology, video production and an experienced and varied editorial team to develop content, will make Variety.com a destination of choice for coverage of the entertainment industry.”
The new Variety.com adapts to the device of choice for any reader—from desktop to tablet to smartphone. There is a greater emphasis on all media including photos and videos to complement the written word. The new technology lends itself to greater use of photo galleries, social media and real-time blogging, which will be used extensively during awards season. The site will continue to evolve in the coming weeks and months, with debuts of additional features like VSCORE, the destination to monitor all of the critical metrics in Hollywood including box office, ratings, financial performances of the industry’s leading companies, etc. VSCORE and other new features will make data a much richer part of the stories Variety will be reporting.
Overhaul of the Variety.com site was months in the making, with PMC immediately securing New York-based Code and Theory—a well known leader in the digital design space—for an accelerated design process that leverages Variety’s heritage while presenting a clean, engaging experience for the reader. Code and Theory’s resume includes design work for Mashable, Comcast, The Verge, Vogue and The Daily Beast. The design phase was followed by a 10-week intense period of development.
“What we’re looking at with Variety.com is a ground-up rebuild,” said Penske. “We changed the entire technological infrastructure.” The new Variety site resides on WordPress VIP, as do all PMC sites.
Earlier this week, Penske announced a number of changes at Variety, which was purchased by PMC in October 2012. Among the changes were naming Claudia Eller, Cynthia Littleton and Andrew Wallenstein as the outlet’s three new editors-in-chief, in addition to bringing on former Ad Age television editor Brian Steinberg as Variety’s new senior television editor. In addition to the new, paywall-free website, the print edition of Variety will move to a weekly, on-Tuesdays publication, supplemented with as many as 75 special issues a year.
Source: Press Release